One of the hardest tasks for a marketer is to take a campaign strategy and communicate to the public, the marketing executives at the FNC and DDB, had to communicate the values and attributes they want Juan Valdez and Columbian coffee to stand for. However, they need to translate this message into easily digestible portions that the consumer could handle. One of the most effective methods to communicate one message to the audience is through the media. Throughout the 1980s, the Juan Valdez campaigned aired commercials and print advertisements to convince consumers to buy Juan Valdez coffee.
