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Café de Colombia: A campaign that went beyond its borders
As a citizen of Colombia, I have witnessed first-hand the unprecedented benefits and global success of the Juan Valdez and Café de Colombia advertising campaign. The campaign has been effective not only in successfully positioning Colombian Coffee as a superior and global recognized brand but also in helping to improve the image of an otherwise beleaguered country.
The campaign has evolved from educating consumers about the origins of coffee to positioning Juan Valdez as the image of Colombian coffee. The success of the campaign can be attributed to various key elements.
The ingenious, taught-provoking and humorous tone used in the ads was a key factor in making a successful campaign.
Approximate Word count = 549
Approximate Pages = 2.2
(250 words per page double spaced)
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