Автор:Fernando Gracia Год: 2012 Издание:LAP Lambert Academic Publishing Страниц: 96 ISBN: 9783846595718 In 1959, Juan Valdez introduced the world to 100% Colombian Coffee. This fictional image, designed by the New York based advertisement agency Doyle Dane Bernbach in conjunction with the Federacion Nacional de Cafeteros de Colombia (National Federation of Coffee Growers of Colombia), represents the Federation itself and over 500,000 coffee growing families. The National Federation of Coffee Growers of Colombia was created in 1927 to unite the Colombian coffee-growing regions under one agency in order to protect Colombian coffee in foreign markets, specifically in that of the United States. About 30 years after its creation, however, the Federation ran into the problem of not having a foreign marketing campaign. With the introduction of Juan Valdez, the Federation and its product were able to distinguish itself from the products of other countries. The campaign not only created a coffee brand, but also a country brand with Juan Valdez as its representative. The image has been extremely...
