The brand created The Oatmeal Summits as a transformative experience that uses the cycling community's mobilization power to give new life to the regions scarred by war. With oatmeal being an ideal beverage for cyclists, providing energy, the brand strategically decided to penetrate the realm of cycling—one of the most prominent sports in Colombia—and harness it as a driving force to bolster rural areas. The concept involved transforming several mountain routes leading to summits throughout the nation into cycling attractions. The brand's initiative benefited many farmers, and small shop owners to revitalize their businesses
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