- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Molleda, Juan-Carlos (author)
- Format:
- Journal article
- Publication Date:
- 2009-04
- URL:
- http://www.ipra.org/detail.asp?articleid=976
- Published:
- Colombia: International Public Relations Association
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 172 Document Number: C29034
- Journal Title:
- Frontline
- Subject Term:
- advertising, campaign planning, campaigns, Colombia, commodity promotion, communication planning, drink, image, intercultural communication, international communication, coffee, branding, and global
- Notes:
- Reports on efforts to revamp the image of a sombrero-clad farmer named Juan Valdez who has served as a coffee ambassador to the world since 1959.
