Conaprole | La evolución de Colet hacia el café on-the-go.

Conaprole sought to expand the universe of Colet – a brand with a deep emotional connection in Uruguay –  into the Ready To Drink (RTD) coffee category. The challenge was to leverage consumer loyalty and the brand’s indulgent profile to pioneer a category lacking local benchmarks, targeting a young adult demographic with an on-the-go format.

– Elevating Indulgence: We preserved Colet’s core essence while elevating its visual codes. By integrating highly appetizing textures of foam and creaminess, we aligned the product with a premium coffee-house experience, appealing to a consumer seeking both quality and convenience.

– Recognition and Appetite Appeal: We designed packaging where taste appeal takes center stage. The product photography assets ensure consumers instantly recognize the blend of coffee and milk, clearly differentiating it from the brand’s classic product line.

– Leveraging Brand Equity: We amplified the premium quality of Conaprole’s milk as a key competitive advantage against imported brands, reinforcing consumer trust in a category entirely new to the local market.

A successful launch that respects the brand’s DNA while establishing Colet Caffé Latte as the benchmark for an unprecedented category in Uruguay. We achieved a visual identity that seamlessly coexists with the traditional product line while projecting a more premium, urban proposition tailored for the daily routine.