Juan Valdez is a fictional character who, in 1959 to represent the National Federation of Coffee Growers of Columbia, founded in 1926.
He is one of the best known faces in the world of advertising, with his mustache, sombrero, poncho and his faithful mule, Lana.
In the first commercials, Juan Valdez used to wander around in the coffee fields, pick the ripe coffee cherries with your hands. He was a representative of the romantic, thousands of Colombian "Cafeteros", or"caficultores. At the same time the picture took a great deal of criticism on his way to success.
The actual CAFETERO in the early days of Juan Valdez lived in abject poverty. Anti-government guerrillas and drug traffickers threatened his already precarious lives. Poisonous DDT was sprayed on his coffee, often frightening, as he and others were Cafeteros at work. The National Association failed to represent those horrors.
In subsequent ads, pulled from the fields of Juan Valdez Coffeethe kitchen of the American housewife and gave her a personal bag of freshly processed beans.
In TV commercials, was first played by Juan Valdez, Jose Duval, actor. Because Duval was no longer the feeling of being representative, Carlos Sanchez of Medellin took his place in 1969. In the 1980s, the Juan Valdez commercials used Rolls Royce and luxury residences. Get In the 1990s, a new slogan was developed: Grab life by the beans. Dynamic images showed Juan Valdez surfing or snowboarding. InThe late nineties, however, Juan Valdez disappeared from public view for several years. The Colombian government had cut back sharply on advertising.
Appeared in 2000, Juan Valdez, in the person of Carlos Sanchez. Andres Pastrana, President of Columbia, awarded him the Silver Cross medal for national merit.
In December of that year the National Federation of Coffee Growers of Colombia its first "Juan Valdez" coffee shop opened at Bogota airport. Juan Valdezappeared in the movie "Bruce Almighty" at the expense of the federation of $ 1.5 million.
As of this writing (2004), the symbol of Colombian coffee is trying to make a breakthrough in North America. The first "Juan Valdez" coffee house was opened in September 2004 in Washington, and the second one months later in New York.
Juan Valdez is ultimately aimed at Seattle, the heart of American coffee. Starbucks officials said they feel threatened not by the famous mustachePeople. Gabriel Silva, head of the Colombian Federation, said in return that the Federation did not go so far as in 8000 or 10000 Juan Valdez outlets like their competitors will.
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