The advertisements were designed by the doyle dane bernbach ad agency, with the goal of distinguishing 100%colombian coffee from coffee blended with beans from other countries. Drinking juan valdez cafe in the heart of korea was a tinto come true. Juan valdez cafe origenes, bogota chapinero restaurant. In a 2005 advertising week poll, consumers voted the colombian character the. Valdez with conchita the mule in tow arrives at carreys characters window to pour him a fresh cup of colombian coffee to start his day. Juan valdez is a fictional character who has appeared in advertisements for the national federation of coffee growers of colombia since 1958, representing a colombian coffee farmer. Its purpose is to become a member of the worldwide coffee restaurant business, and promote colombian coffee.
The juan valdez brand is one of the most valuable in the world. Juan valdez is a us creation designed by the ddb advertising founder william bernbach in 1958 to promote coffee in the us. In 2014 juan valdez landed in asia, specifically in south korea and, for the first time, introduced himself to this part of the world. Juan valdez cafe juan valdez cafe brand guidelines book. Juan valdez the business association of latin american studies. It was the longest serving juan valdez, carlos sanchez, who was responsible for the characters most famous appearance, a cameo in the 2003 jim carrey comedy film bruce almighty. Juan valdez premium colombian coffee, colina balanced, ground 100% colombian coffee, 12ounce bags pack of 3is a delicate balanced texture and gratifying sensation that softens the sense of taste, the result of a special bean called peaberry. Many people have heard of juan valdez, but fewer know that there actually is a juan valdez and that three different men have portrayed the iconic coffee farmer over the years. Juan valdez was initially portrayed by a cuban actor, jose f. Juan valdez cafe is a multinational coffeehouse chain based in colombia that specializes in coffee retail. It was created by colombias national federation of coffee growers through procafecol s.
Duval, a cuban opera singer and actor who was juan valdez until 1969. Duval in both print advertisements and on television until 1969. A the latter being a company established in 2002 it was named after juan valdez. A traditional colombian company facing an international giant. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext.
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