THE MARKETING VALUE OF 100% COLOMBIAN COFFEE
Colombia, as a coffee producer, has a spectacularly high awareness amongst global coffee consumers. The 100% Colombian coffee advertising campaign has created a unique, segment in the market, composed of hundreds of brands available in grocery stores, coffee shops, restaurants and hotels around the world, whose value proposal is the guarantee of quality offered by the Colombian coffee.
The Juan Valdez campaign and its communication symbols have been considered one of the five brands more recognized in the global market. Therefore, giving our clients a higher aggregated value useful in the communication of their products.
Featuring our Juan Valdez® logo, we have sponsored sport events as: the US Open, the Roland Garros Tennis Championships, the Canadian Open Tennis Championships, the FIS Alpine Ski World Cup and the European and World Figure Skating Championships.
This consistent effort along with the quality of our products has resulted in outstanding brand recognition and awareness amongst consumers worldwide. Either on private or regional brands, the Colombian coffee logo increase the perceived value. Therefore, the consumers are willing to pay more for 100% Colombian coffee with the Juan Valdez® logo.
North America and Canada Latinamerica, North America and Canada cristina.madrinan@cafedecolombia.com
Europe simon.villegas@cafedecolombia.com Asia yiro.muramatsu@cafedecolombia.com Asia, Africa y Middle East rafael.salazar@cafedecolombia.com Mexico mtellez@buendiacoffee.com Colombia alejandro.ramirez@cafedecolombia.com
