• by Fern Siegel , June 6, 2024

InnoVision Marketing Group added Colombian coffee brand Juan Valdez to its roster. The agency will assist in its expansion into the U.S. market.

The coffee cafe chain sells handcrafted coffee, smoothies and a variety of pastries. It has 200+ stores globally and wants to open more in 20 countries this year.

The agency will oversee the brand's initiatives via new creative strategies, including ads and a digital marketing campaign that champions Juan Valdez as a leader in the coffee category.

“We are excited about the road ahead as we expand into the U.S. market. Partnering with InnoVision, an expert marketing agency, is key for the purposes of Juan Valdez, whose objectives are focused on continuing to offer the best experience around the 100% Colombian premium coffee,” said Sebastían Mejia, international vice president of Juan Valdez.

Part of the marketing group's strategy is to get local customers to try the Colombian brand by highlighting its roots, positioning the chain as a superior choice. The campaign's tagline: “Because great things come in red cups.”

The two spots are "The Missing Piece" and "The Magic of Juan Valdez."

Giselle Campos, SVP-senior creative director of InnoVision Marketing Group, added: “Their incredible coffee speaks for itself, and we had so much fun coming up with this new positioning and bringing life to the iconic red cups.” 

Founded in 2012, InnoVision Marketing Group clients in the fast-casual and QSR industry include Huey Magoo’s, Island Fin Poké Co., Buddy’s bar-b-q and Krak Boba.

The fictional character of Juan Valdez was created by the Doyle Dane Bernbach ad agency in 1958 to represent a Colombian coffee farmer.