Juan Valdez is Latin America’s Aunt Jemima, but questions authenticity remain when discussing Juan Valdez. Juan Valdez is a western representation of the Cafertero.
In 2006, the man who had portrayed Juan Valdez for 37 years, Carlos Sanchez, handed over the Conchita’s reins to a new Juan. Sanchez had appeared in nearly 100 commercials and even made a cameo in the Jim Carrey movie Bruce Almighty, delivering the perfect cup of coffee to the God-like Bruce. During Sanchez’s tenure, Juan Valdez had become one of the most recognized brands in the world, receiving a citation in 2005 from Brandweek as the top U.S. advertising icon, sharing the honor with the Geico. Gecko and beating out the likes of Ronald McDonald and the Energizer Bunny. Like Sanchez, the new Juan Valdez, Carlos Castaneda, was a real working cafetero before stepping into this role of a lifetime, representing his profession, an entire industry, and, indeed, his country . …show more content…
In the campaign’s commercials, Juan Valdez, is seen as hard worker, picking coffee cherries with a smile in the hot sun of Columbia. The image is complicated because the western capitalist countries created the character and his representation. Columbian Coffee’s main market, was the United States, and the FNC hired DDB to design and execute the campaign. During creation of the ad, marketers and executives decided to follow a traditional route, with Juan Valdez dressed as a caffertero and smiling. Juan Valdez is coded as a slave or at least a low wage service worker. Juan Valdez only action in life is to grow and promote Columbian coffee for the western industrialized
In 2006, the man who had portrayed Juan Valdez for 37 years, Carlos Sanchez, handed over the Conchita’s reins to a new Juan. Sanchez had appeared in nearly 100 commercials and even made a cameo in the Jim Carrey movie Bruce Almighty, delivering the perfect cup of coffee to the God-like Bruce. During Sanchez’s tenure, Juan Valdez had become one of the most recognized brands in the world, receiving a citation in 2005 from Brandweek as the top U.S. advertising icon, sharing the honor with the Geico. Gecko and beating out the likes of Ronald McDonald and the Energizer Bunny. Like Sanchez, the new Juan Valdez, Carlos Castaneda, was a real working cafetero before stepping into this role of a lifetime, representing his profession, an entire industry, and, indeed, his country . …show more content…
In the campaign’s commercials, Juan Valdez, is seen as hard worker, picking coffee cherries with a smile in the hot sun of Columbia. The image is complicated because the western capitalist countries created the character and his representation. Columbian Coffee’s main market, was the United States, and the FNC hired DDB to design and execute the campaign. During creation of the ad, marketers and executives decided to follow a traditional route, with Juan Valdez dressed as a caffertero and smiling. Juan Valdez is coded as a slave or at least a low wage service worker. Juan Valdez only action in life is to grow and promote Columbian coffee for the western industrialized