JUAN VALDEZ CAFE
This is simply a student project and is not, in any way, affiliated with the brand.
THE ASK.
For this project, we were tasked with gaining a deep understanding of a brand and their business, identifying a key business problem they face in the United States, and introducing unique tactics that address these problems.
tHE CHALLENGE.
For a while, Juan Valdez had a strong brand presence in the U.S. However, over the years, awareness of the brand and the Juan Valdez persona has faded. With a lack of Juan Valdez products in American stores, and very few cafes, Juan Valdez has lost consideration in American coffee purchase decisions.
THE INSIGHTS.
Juan Valdez coffee is a high-quality, affordable option for American coffee drinkers - but they don’t know that. American coffee drinkers value convenience, brand purpose, and taste, and they’re open to trying new brands. Juan Valdez needs to increase touchpoints with American consumers, highlight their commitment to their Colombian farmers, and rebrand to include a female presence.
THE CONCEPT.
Juan Valdez is a brand with a rich history and a strong cultural story. Their workforce is made up largely of women - representation which is missing from their branding. Their presence in the United States is limited, and most Americans no longer recognize the Juan Valdez persona or brand. We propose that Juan Valdez rebrands its presence to include female representation and stay true to their Colombian roots, make their digital presence more accessible for American consumers, and add new products and locations in the United States.
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REBRAND.
The new generation of American coffee drinkers who are unaware of Juan Valdez presents a unique opportunity for the brand to introduce a female presence to their brand. Juan Valdez should transition to the name ‘Valdez,’ while adding a female counterpart to the Juan Valdez persona. The packaging should also embrace their bold color palette to stand out on the shelves.
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DIGITAL PRESENCE.
Currently, Juan Valdez has a confusing digital presence. There are multiple websites with different content - each in a different language. We recommended streamlining this into one website that is offered in different languages. Additionally, their social presence is lacking significantly compared to U.S. competition. We recommend using their social platforms as a way to highlight their unique Colombian heritage and build a community in the U.S.
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PHYSICAL PRESENCE.
Many Americans purchase coffee through a drive-thru. We propose that Juan Valdez introduces drive-thru-only locations and coffee vending machines to sell their coffee - appealing to this desire for convenience. Additionally, Juan Valdez should add their products to more American stores, including Whole Foods and Target. They should also develop new counterpart products - like coffee creamer - to add additional branded touchpoints in stores.
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THE TEAM.
Allia McDowell (CBM ‘23)
Emerald Grippa (CBM ‘23)
Hannah Jackson (CBM ‘23)
Danny Barock (CBM ‘23)
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MY CONTRIBUTION.
I worked diligently on the research to understand the brand history and business problem. I played an integral role in developing the strategy and tactics to address the problem.
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