Word: colombianization
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...been on Telemundo 'cause I'm half Colombian. I have not been on BET, but that's just because I'm especially pale right now. Cable is like commercial theater used to be. It has become the proving grounds...
...make Juan hip, the Colombians have hired a crack team of advertising veterans from New York City--based Sawyer Miller--the same people who helped pork become synonymous with "the other white meat." The group has created sophisticated black-and-white magazine ads that direct readers to the sleek new friendsofjuan.com which gives tips on how to brew the perfect cup and offers free samples of Colombian coffee. At the same time, high-rent entertainment p.r. firm Rogers & Cowan managed to work Juan's logo into the final season of Friends and finagled an invitation for the mustachioed coffee grower...
...real goal is to revitalize the perception of Colombian coffee. Labels on some Juan Valdez products note that the beans are "the primary source of income for more than 500,000 peasant families in Colombia." The U.S. cafes will stress the chain's vertical integration "from the tree to the cup." That altruistic spin could play well in a marketplace where do-gooder brands like Green Mountain and Equal Exchange have captured consumers' attention--and dollars...
...tough question for the Colombians: Will going high and low end work simultaneously? They want coffee sophisticates to be attracted to their cafes. But they also want the broad masses to buy co-branded Colombian coffee in the supermarket. "The key with rebranding," says Mindy Sabella, chief marketing officer at brand-strategy firm Addison, "is you can't occupy two positions at the same time." Despite the cafe initiative, the only place most of us will encounter a Juan Valdez logo is on a coffee...
BREWING A BRAND A makeover for Colombian coffee icon Juan Valdez...