Columbian Coffee Trade And The Juan Valdez Essay

Did the rising Columbian Cocaine trade affect the established Columbian Coffee trade and the Juan Valdez Coffee? The Juan Valdez campaign had many numerous benefits, including the increase in Columbian Coffee profile and consumption. The ingredient brand program significantly impacted several parts of the FNC’s marketing program. By 1989, 66% of American consumers stated that Colombia produced the best coffee, while 16% cited Brazil . The campaign significantly changed opinions of the American consumer on what coffee was the better and which coffee was considered luxury. People try to understand the world through their commodities and products. The Juan Valdez campaign significantly changed the opinion of the Americans on which coffee is

The Juan Valdez campaign produced by the DDB and FNC to market Columbian coffee became an unwitting offense to US consumers. The Juan Valdez campaign had history and the Americans were familiar with the character of the Juan Valdez who was created in 1959 and introduce in 1960, twenty years before the Columbian Civil war and cocaine trade really took off and become a major force that impacted United States foreign policy. The American public also connected to Juan Valdez, who represent a hard working Columbian who takes pride in his work is a character, many Americans can relate to. Second the commercials were cinematic and showed the idyllic coffee plantation, where the sun was shining and coffee beans ripen. These images resonated with the consumer and showed coffee production regions in best possible light. The emotion response, marketing main goal is to convince the consumer to buy products, but also have them become deeply connected with product. Columbian Coffee was also a luxury brand, and luxury brands have a loyal customer if the product is good. DDB and FNC were able to create a brand of Columbian coffee that was extremely reputable, and connected with consumers, when they were in the super market to by coffee they did not associate Columbia with Cocaine but rather