Not your ordinary cup O’Joe (Value Story)
- Nataly Aguiar
- Jun 6, 2024
- 1 min read
Welcome back to my blog, thanks for catching up!
Coffee is a part of most of everyone's daily routine, it's consistent, cultural, and in a way it keeps society running! In this post, I chose to cover a popular coffee brand from my home country, Colombia– which according to the USDA, was number 3 on the list of top global coffee producers for 2023/2024.
The brand, Juan Valdez, originated in the 1950s as a marketing campaign by the National Federation of Coffee Growers of Colombia to promote Colombian coffee and support coffee growers. The goal of this campaign was to distinguish Colombian coffee from other top producers and to humanize the coffee industry.
Here is one of their oldest commercials that displays this very goal and uses tactics that tug at the heartstrings of viewers showing a humble farmer, (the character Juan Valdez) hand-picking the coffee you the viewer drink... with his hard work, love, and care!
In another, more recent commercial, we can see the use of this same tactic- relating to the average consumer. We can also see how the brand showcases their success, and patriotism.
The campaign was a success, and now the company is known as a premium coffee brand that dominates the market in Colombia and has hundreds of stores and retailers all over the world.
I bet next time you sip on your daily bean juice, you'll be thinking of your friendly neighbor, Juan Valdez.
See you next time!
Comments