A Permanent Strategy

When we look at the Juan Valdez logo, what do you see? All I see is a typical Colombian farmer and a mule in the mountains. Now who would ever think a farmer and a mule put together on mountains, would actually be chosen as the most important publicity icon in the United States. This wasn’t any contest, it was the famous Advertising Week contest in New York in the year 2005. He competed amongst many other well known logos worldwide, like Ronald McDonald, the Energizer bunny, the Nike check and so on. Subsequently, really how did this mule Conchita and this farmer Juan Valdez, get so much recognition?

“Now it is almost like a fashion icon, before going for coffee wasn’t a trend, now many teens grownups love going for a coffee, some even depend on it.”

I believe, it was all a strategic marketing technique. If you research the history of Juan Valdez, it didn’t just pop out of the blue, there were many years of planning and thinking ahead. Being a very successful logo, there must me a lot behind it, therefore what does this logo transmit us? What does each symbol mean? Me being a Colombian, I connect i with honor, for it is the best coffee in the world. It is simply unique.

That farmer you see is just one in a million, out in the Colombian mountains, who works hard producing the coffee, with love and passion, not only that but with premium quality. Everybody asks themselves what is it that Colombian coffee has, that no other coffee in the world has? What is that special ingredient? To me it is all in the hands of these Colombian farmers who handle each bean with love, passion, desire, and dedication. Every single coffee bean picked up manually by one of those humble , yet hard working Colombian Farmers, is then placed one by one into a bag and shipped all over the world. This is what makes Colombian coffee different, and more exclusive than any other. Therefore, we are not only just sending coffee, we are spreading affection and caringness so others can enjoy.

With this trademark, we as Colombians have taken a step forward, showing the world we not only have cocaine, kidnappers, and poverty. We are better than that, and just because some out of many decide to ruin our reputation, we just won’t give up, because we are more than that superficial image. We are surrounded by many positive prideful possessions like, having the best coffee in the world. Not only that, but being picked up by honest hard working families who strive to become better every day. Who prove the rest of the world wrong. As a result Juan Valdez is not only amazing coffee, but for me it also symbolizes dedication, perseverance, and values.

Therefore, our coffee has a lot of ingredients and its recipe isn’t that simple, making it the essence of Colombian coffee. This brand has become so big, that not only has its reputation to Colombian been reward full, but it is now capable of competing with Starbucks. That is a lot to say. So, I am really proud of these people, who stand up for us and show the world there is another side to Colombia and its people. We are more than what people portrays us like.

Hence, this is not only a great reward for Colombians, but also I believe it will help the economy. Not only by all the coffee exports, but many might get intrigued to come and visit Colombia. This will boost our economy, but most important of all show the real Colombia, not the gossip Colombia many people make up. It’s time for the world to see, the actual reality of Colombia. We worked for our reputation, we deserve getting the truth revealed!