National Federation of Coffee Growers of Colombia: Juan Valdez campaign
Sarah MilsteinOverview
Introduced in 1959 to promote Colombian-grown coffee beans, Juan Valdez became one of marketing's longest-running fictitious characters. Created by the Doyle Dane Bernbach (DDB) advertising agency at the behest of the National Federation of Coffee Growers of Colombia, Juan Valdez embodied tradition and quality and helped make Colombian coffee a well-known product in the United States. Initially pictured in print and television ads, Juan Valdez and his mule were later an integral part of the Cafe de Colombia logo, which itself became an essential component of the...