Café de Colombia - JUAN VALDEZ (#)
„Juan was a prominent figure at the 1995 US Open, where he became a true tennis connoisseur watching some of the year's most exciting matches; in March, 1996 he actually fitted on some skis at the Café de Colombia Alpine Ski World Cup Finals in Lillehammer, Norway; in August, 1996 he headed to Montreal and Toronto for Canada's international women's and men's tennis championships, where he supplied the spectators with free 100% Colombian Coffee throughout the tournament. ( Once back from the trip, we had trouble getting him to revert back to "Buenos Días" after having said "Bonjour" for the better part of his stay there.) For more information see Café de Colombia's Sports Sponsorships Why is Juan Valdez so known? Show up anywhere with him and the majority of the people are bound to point, yell out a greeting or come up and ask for his autograph. Maybe it's due to the fact that Juan's likeness has been an integral part of the National Federation of Coffee Growers of Colombia's logo since it's introduction in 1981 (look on any 100% Colombian Coffee brand, print ad or commercial and you are certain to see the logo.) Or maybe it's due to Juan's various appearances in Colombian Coffee commercials (whether a cameo or appearing in the sign off, Juan Valdez is referenced in every Colombian Coffee commercial).“
http://www.juanvaldez.com/menu/advertising/ juan.html - Cached
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„To help identify these brands, the Federation created a Colombian Coffee trademark, which features Juan Valdez, his mule and the Colombian mountains. When seen on any brand, this trademark ensures that you are getting 100% Colombian Coffee which has been approved by the Federation's rigorous quality control standards. Is Colombian Coffee a brand?“
http://www.juanvaldez.com/menu/100percent/
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Café de Colombia - OUR CAMPAIGN
„For this it created a parallel print campaign featuring Juan Valdez "grabbing life by the beans," or having fun with diverse adventure or extreme sports such as surfing, snowboarding and hang-gliding. This campaign begun running in 1994 and continues to run parallel to the image and logo campaigns to remind younger consumers that drinking Colombian Coffee is a fun experience. The Agency In order to launch its initial advertising campaign back in the late 1950's, the National Federation of Coffee Growers of Colombia hired the New York based agency Doyle Dane Bernbach to create an advertising campaign that would set their product apart. Doyle Dane Bernbach created the character of Juan Valdez ®, to represent the typical coffee grower in Colombia and launched the educational campaign that made Colombian Coffee a household name.“
http://www.juanvaldez.com/menu/advertising/
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BBC NEWS | Business | Colombia plans its own Starbucks
„The venture was launched with a ceremony at the Colonial National Palace, attended by President Alvaro Uribe. Colombia's chain of coffee shops will be marketed using the logo of Juan Valdez, a fictional peasant character who has traditionally symbolized Colombian coffee. Better share for growers The National Federation of Coffee Growers of Columbia plans an initial outlay of $2.2m which will be financed by the country's state run bank, Bancoldex. If the venture proves successful the federation plans to start a marketing company with a $100m capitalisation to promote cups of Colombian coffee abroad.“
http://news.bbc.co.uk/2/hi/business/2250753.stm
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Amazon.com: Electronics: Panasonic SC-HT900 Home Theater System with 5-Disc DVD Changer
„Juan Valdez "Juan Valdez" “
http://www.amazon.com/exec/obidos/tg/detail/-/ b000092owg?v=glance
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BBC NEWS | Talking Point | World Service at 70: Your stories
„I learned to count listening to your reports and figuring out the number of bombers that went out on missions over Germany and those that returned. Years later a Spaniard named Juan Valdez chatted about the people in the little town he lived in in Britain, as a refugee I would assume from Franco's regime. On the BBC I heard Churchill and Gandhi. Those were times for giants and the BBC rose to the occasion.“
http://news.bbc.co.uk/2/hi/talking_point/ 2478411.stm
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