Remember finding Juan and his burro in your kitchen?

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."

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (2)

  • tlevitz's picture

    YES! I love Juan... and his burro kicks ass.

    One of my college roommates used to firmly believe Juan was an "agent of Satan" -- due to his amazing ability to appear and disappear at will. "Besides, how could one man and his burro pick all those coffee beans, anyway?" she'd say.

    May 27, 2003
  • anonymous's picture

    Ya know I just purchased a Juan t'shirt off e-bay! REMEMBER my kitchen???? Heck ya should see it now! ;) LOL! Nothing but coffee galore...all I need now is a large cutout of Mr Valdez and his trusty sidekick to be complete!
    (hint, hint) If anyone knows of a place to find a cutout PPPPPPlease email this coffffeeeeee freak :) (put in subject Juan valdez) Thanks

    Sep 18, 2003