Present in six million households in Spain, the brand ColaCao celebrates its 75th anniversary in 2019. Its creation meant a revolutionary innovation by introducing in our country a new category of products, the soluble cocoa, that would mark a before and after in the diet of families. Today, 75 years later, the brand estimates that in Spain, 50 glasses of milk are drunk with ColaCao per second.
As part of this special date, Idilia Foods, the brand responsible for the brand, reveals "its best kept secret", the reason for its famous lumps, one of its characteristic elements since its creation: "it is made with natural cocoa -which preserves its nutritional and flavour properties-", explain those responsible for the brand, "and has no additives".
This anniversary year is also marked by two important innovations related to sustainability and innovation. Firstly, ColaCao is taking a step forward in terms of sustainability, certifying all the cocoa it uses for its range with UTZThe cocoa program, the largest program for sustainable cocoa cultivation in the world. Through this program of the NGO Rainforest AllianceIn this project, farmers are trained to improve their productivity, product quality and efficiency, while taking care of people and the environment.
Another of the great novelties of this anniversary is linked to innovation, "one of its growth engines", with the presentation of two new products aimed at an adult public, both without added sugars: ColaCao Noirwith an intense flavour, elaborated with a careful selection of four different cocoas; and ColaCao Purethe first 100% cocoa in the range, made only with natural cocoa - the same type that ColaCao Original- and nothing else.
These two new additions expand the family ColaCaoof which they are already part: ColaCao Original; ColaCao 0%, the first soluble cocoa with zero added sugars, which was launched more than 25 years ago; ColaCao 0% Fibre; Avenacao, that combines whole soluble oats and natural cocoa; ColaCao Turbo, the instant; ColaCao Complet, with fruit and cereals; the range ColaCao Shake, y ColaCao Energythe milkshakes for consumption on-the-go.
From the neighbourhood of Gracia to every corner of the country
The origin of ColaCao is in a small shop in Barcelona, in the heart of the Gracia district. There, two entrepreneurs -José María Ventura and José Ignacio Ferrero- started to work on a handmade product that was commercially registered under the name of ColaCao in 1945, almost at the same time as the end of World War II. The product was launched on the Spanish market a year later. Three quarters of a century later, the brand has become one of the most valued and loved according to different studies; recently, it has been crowned as the first "lifetime brand" as revealed by Spanish consumers in the '.Branding Observatory 2018: Brands that last, the secret of eternal youth'.The event was organised by the Marketing Association of Spain together with the Leading Brands of Spain Forum, GfK and Summa.
With this rootedness in our country, ColaCao begins this May the celebration of its 75th birthday, an anniversary that will culminate in May 2020 and that comes full of different activities.
The brand jealously guards its recipe, "known only to a small number of people" and made at the Idilia Foods plant in Parets del Vallès (Barcelona). A process that ends in a protected area of the factory, to which "only three people have access under strict confidentiality contracts".
ColaCao, sport and advertising
In the mid 50's ColaCao bet on the radio, being the first brand to sponsor a radio soap opera. It was about Matilde, Perico and Periquínon Radio Barcelona - Cadena SER. And he did it with one of the jingles most popular in the history of advertising in our country: '.the ColaCao Song'.. In 1962, the brand issued its first spots in Televisión Española and at the end of the 80s, bet on the broadcasting of its campaigns on private television channels, when there was not even audience data available. The most popular personalities of each moment have disembarked in their spots, from Teresa Rabal to Edurne through Concha Cuetos or Xavier Sardà.
If there is one element that has been the backbone of ColaCao's campaigns throughout its history, it is sport. In 1972, it became an Olympic food and the most popular sportsmen of the time, such as Eddy Merckx, Mark Spitz and Emerson Fittipaldi joined its campaigns.
ColaCao launches its new campaign, giving prominence to different consumer profiles and focusing on the different moments of consumption of the product.
In 1988, it became an official sponsor of the Spanish Olympic team through its adhesion to the ADO Planand this was reflected in their television commercials. A few years later, Spanish sports icons such as Rafa Nadal and Dani Pedrosa starred, accompanied by their mothers, in the cocoa brand's commercials. From 2009 onwards ColaCao focused on the values of self-improvement, integration and companionship in sport, giving the spotlight to "anonymous" boys and girls who grew up and enjoyed playing sport. This is the case of campaigns such as Bea's, the girl with a passion for BMX; Yael, the surfer boy -who years later would become a European champion- or Daniel Stix, the boy with paralysis in his legs who taught us to dream riding in his wheelchair. Years later Daniel would triumph in basketball with the Spanish national team.
As of today, ColaCao continues to support sport today, both through its sponsorship of the national Olympic and Paralympic teams and through the program Vamos Scholarshipswhereby ColaCao and the Superior Sports Council (CSD) have set out to fulfill the sporting dreams of children and young people in our country, promoting grassroots sport. In the first edition of the program, which took place last year, they awarded 300,000 euros in scholarships, through 18 scholarships and directly and indirectly favoring more than 13,000 children and young people in our country.
Today, ColaCao launches its new campaign, giving prominence to different consumer profiles and focusing on the different moments of consumption of the product. And it does so by launching claim, 'Eso tan tuyo' which, as Idilia Foods explains, "seeks to transmit the values that have united the brand with its consumers for 75 years: authenticity and proximity".