To invite, thru Twitter and national press, all coffee brands in Colombia to forget about their names and be for a day (October 1st, International Coffee Day) just COFFEE, the one word that joins us all and makes us proud as country.

Together, we could join forces to share this celebration with the people, and deliver half a million coffee cups, without thinking in brands, coffee would be the only protagonist.

Under the hashtag #TodosSomosCafé (We Are All Coffee) we could also join the digital conversation, making the topic of this celebration, a national trend.

On september 19th a full page ad on El Tiempo, one of the most important newspapers in Colombia was displayed. While on Twitter, personalized tweets from NESCAFÉ® to each coffee brand where doing the same job: Invite all coffee brands to unite on a celebration that joins a country, instead of separate brands.

That afternoon, Juan Valdez Café was the first brand to say yes with a tweet where they took away their brand, and leave just COFFEE on their logo. A few hours later the other brands did they own answers and hung them on twitter.

#TodosSomosCafe was trend on social media, because people that saw the invitation really felt it should happen, really wanted the brands to celebrate as a country.

Until october 1st, brands kept alive the # and that sunday we all delivered half a million coffee cups and people shared their cups on social media.

13 brands, including NESCAFÉ®, took off their names and were just coffee for a day.

13 brands joined to deliver half a million coffee cups to Colombians to make a national celebration.

More than 40 million impressions of the trend #TodosSomosCafé (almost the full population of Colombia)

We multiply 10 times the investment, with earned media.

15 million people reached.

1 country, together, celebrating coffee.