LIVE THE COLOMBIAN COFFEE
LIVE THE COLOMBIAN COFFEE
The advertising of Café de Colombia has been memorable for almost half a century, not only in the country, but around the world.
The communication programs began in 1960, with the creation of the coffee farmer who reflected the values and commitment to produce a superior quality coffee. With Juan Valdez and his history, Colombian coffee growers were undoubtedly innovative, since at that time the supply of quality coffee to consumers was not only very limited, but at the same time it was inconceivable that a group of producers from one country such as Colombia could develop long-range campaigns and penetration in North American or European markets.
From the 1980s, Colombian Coffee was linked to sport, as a way to reach new younger audiences, and to highlight the beneficial effects of coffee, with its We Support Sports program.
JUAN VALDEZ
Juan Valdez and his story express the notion that only an extraordinary effort produces an extraordinary coffee. This character, was created in 1959 and conceived to faithfully represent the philosophy and commitment of more than 540,000 coffee producing families in Colombia, remains in force precisely by maintaining the values that make it unique and authentic: hard work, transparency , the commitment to his family, the pride in what he does, his commitment to his community and the environment. They are values that are shared by millions of consumers worldwide, who identify with a representative and authentic character.
To this day Juan Valdez has had mentions in media around the world and even made appearances in Hollywood movies.
CARLOS SÁNCHEZ
Coffee Grower
Fredonia, Antioquia
(1969-2006)
CARLOS castañeda
Coffee Grower
Andes, Antioquia
(since 2006)
