NEW YORK—The National Federation of Coffee Growers of Colombia, the organization best known for creating coffee icon Juan Valdez, has the Colombian Coffee account to a team of agencies from the Interpublic Group that includes IPG’s lead public relations firm Weber Shandwick and several of its subsidiaries
The marketing team—also including Sawyer Miller Advertising, entertainment PR specialist Rogers & Cowan, KRC Research, public affairs powerhouse Powell Tate and FutureBrand—will educate U.S. consumers about the superior quality and flavor of 100 percent Colombian Coffee through an integrated communications effort that will include advertising, consumer marketing, entertainment marketing and public relations.
According to Gabriel Silva, CEO of the National Federation of Coffee Growers of Colombia, “Juan Valdez is the symbol representing the 560,000 coffee farmers of Colombia who produce 100 percent Colombian Coffee, and has for more than 30 years been the gold standard for coffee flavor, quality and enjoyment.
“The Interpublic team brings a high level of creativity and strategic thinking to the table, and a record of building consumer brands through truly integrated marketing communications that we felt was second to none. We are excited that consumers will be seeing more of Juan Valdez and 100 percent Colombian Coffee in the near future.”
The new advertising campaign will be developed and managed by Sawyer Miller in New York.