National Federation of Coffee Growers of Colombia: Juan Valdez campaign

Sarah Milstein

Introduced in 1959 to promote Colombian-grown coffee beans, Juan Valdez became one of marketing's longest-running fictitious characters.

National Federation of Coffee Growers of Colombia: Juan Valdez campaign

Sarah Milstein

Overview

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands