The Challenge.
Pasión coffee is high-quality with great flavor, but faces problems when it comes to brand recognition. Customers confuse it as a big-name chain, or barely remember the name, hurting its potential to grow and make a mark on the coffee scene in Miami.
Pasión also suffered through the millennial love for convenience - people seldom go out of their way to get coffee. When Starbucks is across the street, why bother going anywhere else? We decided to define Pasión through its product - not by its taste, but by its authentic culture and sense of adventure. Backed up by research, we know that our customers want to experience other cultures.
Pasión’s mission is to bring the world’s flavors to the consumer, transporting them to different locations around the world. Customers want variety and customization, and Pasión offers flavors from across the globe accompanied by various brewing methods and personalized latte art. Customers have the opportunity to experiment and try new flavors and styles of coffee.
The Big Idea.
Experience what’s foreign, locally. Why stray off the beaten path just for a cup of coffee? Because you can try the distinct flavor of every coffee region, from the chill, dark roast of Hawaii to the blonde roasts of the Dominican Republic. Your new cultural hotspot is just around the corner.
See the full campaign book here.