In 1959, the National Federation of Coffee Growers of Colombia selected the advertising agency Doyle Dane Bernbach to launch a campaign for Colombian Coffee. The agency then created the fictitious character Juan Valdez, to symbolize and personify the more than 560,000 hardworking and dedicated Colombian "cafeteros" (coffee farmers) that depend on coffee for their livelihood, and are part of the Federation.
Information gained at http://www.juanvaldez.com/MENU/advertising/juan.html
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