Cafés Aitona Amona.
To honor the women who changed our lives, we changed the brand for a day.
Our first project was something of a statement of intent. Shernan was born to work on the idea that brands can (and should) grow and elevate the value of their communication, and that idea isn’t possible unless that communication also holds value for the audience.
Cafés Aitona, a leading regional coffee brand with more than 1,200 client establishments after nearly 50 years of work. We decided to reactivate the brand with a project that put its main clients center stage, to strengthen the bond with them and spark a sense of belonging.
The idea was simple: Cafés Aitona carries the word Aitona (grandfather in Basque) in its name. So what about the Amona? (grandmother). It felt like the right angle to open a reflection and pay a tribute. The protagonists: the women who built Basque hospitality and cuisine. Giving visibility to the role women have played in Gipuzkoa’s hospitality industry for many decades now. A role not always recognized, because those were different times.
On the first Sunday of May, Mother’s Day, Cafés Aitona became Cafés Amona across all its formats and launched a special personalized edition of its pack featuring the photo and name of each establishment’s mother and/or grandmother.
We decided that in honor of the women whose work, love and commitment changed so many lives, the brand would change the one thing it had never changed — its brand — for a day.
The response: a social wave of recognition, reactivation and multiplied perceived brand value. A stronger emotional bond. And 2,000% organic growth on social media. And of course, the applause of all our mothers and grandmothers.
"No words to express what I felt watching this. It means so much to me. So much emotion all at once... Wow! Eskerrik asko for such a beautiful video."
