| US

Juan Valdez appoints InnoVision Marketing Group to boost US profile

The Californian agency will provide digital, video and social media marketing expertise as Juan Valdez seeks to develop greater brand affinity among US consumers and grow its market share

Marketing campaigns will focus on Juan Valdez’s signature coffee cups | Photo credit: InnoVision Marketing Group


Colombian coffee chain Juan Valdez has appointed California-based marketing agency InnoVision Marketing Group to enhance brand visibility in its key US growth market. 

InnoVision will primarily work on creative commercial and digital marketing campaigns which highlight Juan Valdez’s Colombian origins and position the coffee chain as a ‘young, vibrant and fresh’ brand.  

The marketing agency, which specialises in digital media, film production, social media and Hispanic marketing, will centre advertising campaigns on Juan Valdez’s signature coffee cups, using the tagline ‘Because great things come in red cups’. 

“We're thrilled to partner with such an iconic Colombian coffee brand as Juan Valdez. 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,” says Giselle Campos, Senior Creative Director, InnoVision. 

Juan Valdez opened its first coffee shop at El Dorado International Airport in Bogotá in December 2002 and operates more than 560 outlets around the world, including 200 across 18 international markets. The coffee chain made its international debut with a store in Washington DC in 2004 and despite operating just 12 stores in the US today has identified the market as key growth opportunity as it seeks to reach 1,200 stores globally by 2028. 

In April 2024, Juan Valdez signed a direct-to-consumer joint venture agreement with US-based coffee farm group Green Coffee Company granting third-party rights to sell Juan Valdez-branded coffee in supermarkets across North America. 

“We are very excited about the road ahead as we expand into the US 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, Internacional Vice President, Juan Valdez. 

Founded in 2012, InnoVision also works with US fast casual brands Krak Boba, Huey Magoo's, Island Fin Poké Co. and Buddy’s bar-b-q. 

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