Case Study | Academic Recognition

Colcafé

Segment B2C

Background

Colcafé is a well-known Colombian brand with a strong track record in the instant coffee segment. However, its brand awareness in the Costa Rican market was low, especially for its black coffee line. This situation called for a strategic solution that aimed not only to increase Colcafé’s presence in local households but to do so through an emotional connection.

The proposal was developed as the final project for a Marketing Management course and was selected as one of the top finalists. I was responsible for leading the overall direction of the project.

Creative and strategic direction: I led the development of the creative concept and the strategic structure, ensuring consistency between the market analysis, the proposal, and the brand story.

Creative copywriting: I wrote all the creative and conceptual content, including the insight, core idea, and sample materials used to support the proposed execution.

Graphic design: I created the visual assets that supported the strategy, including graphic proposals to reinforce the message and give visual form to the central idea.

Developed within the framework of my studies at ULACIT.