The Columbian coffee growers are bringing back Juan Valdez starting with the new Jim Carrey movie which opens this weekend.

"Juan was one of the most recognized symbols of global advertising before he was virtually pensioned off two years ago amid a financial crisis for Colombia's coffee industry."

Now, Juan is coming back. "But rather than advertising in sporting events as previously, Colombia's growers say they are putting Juan on the pages of hip publications such as Rolling Stone and Entertainment Weekly."

"We don't want him to become a vintage, we want him to be a living icon," said Mr. Silva.

"The growers' federation will next month award an advertising contract to run a $9 million campaign and is said to be seeking an agency with experience of marketing to 18 to 35-year-olds."