Juan Valdez Campaign Essay

The most recognizable material that was produced for the Juan Valdez campaign was the commercials. In the year 1990, the FNC spent the upwards of about 40 million on advertisements for Juan Valdez and 100% Columbian Coffee . The FNC valued commercials and advertisement as the primary way of communicating the quality of the Juan Valdez brand to the consumer. The content of the ads featured Columbian coffee and Juan Valdez. The first shot of the commercial is a flower blooming, pollenating, and ripening into the Coffee Cherry, this image is superimposed over an image of the Columbian Landscape. The voice-over underneath “One can grow Coffee in many different countries, but it is special when it grows in Columbia where it grows in our high mountains and rich volcanic soil. The voice over continues saying

The voice-over says, “There is no sun like the sun of Columbia. It shines on our land with special intensity for the right amount of days to give our coffee a special richness”. The shot then cuts to Juan Valdez picking coffee, and the voice-over says, “Here men such as Juan Valdez pick the coffee with pride. There is no other coffee except Columbian” . A commercial from 1985 opens up with a pan of Columbian Country side, a voice-over comes up “In Columbia every night new coffee beans ripen”. The next shot is Juan Valdez picking coffee beans, the voice over underneath that shot is “For men such as Juan Valdez, everyday is a day to pick by hand only the coffee beans that are ready”. The next shot is Juan Valdez leaving the fields, and the voiceover says, “Everyday Juan Valdez leaves the fields and prepares to harvest again, in Columbia the richest coffee in the world never rest. 100% Columbian Coffee is the official coffee of Disneyland and Walt Disney World ”. These commercials were produced during the second phase of the campaign, which employed the ingredient brand strategy featuring a 100% Columbian Coffee