Coffee News: from Seed to Cup

Vintage Commercials: Juan Valdez Nailed Third Wave Marketing!

Juan Valdez was a fictional character used to give a face to an previously unknown producer. The commercials were designed by the Doyle Dane Bernbach ad agency (think full-on Mad Men style), with the goal of distinguishing 100%-Colombian coffee from coffee blended with beans from other countries. Perhaps these vintage commercials, focusing on producer-consumer transparency, were the very first third wave marketing efforts?

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Please note: Perfect Daily Grind does not own the rights to this video and cannot be held accountable for it’s content.

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