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Juan Valdez has engaged California-based InnoVision Marketing Group to boost its brand presence in the US market. InnoVision will spearhead creative and digital campaigns emphasizing Juan Valdez’s Colombian heritage, aiming to position it as a vibrant and fresh coffee brand. The campaigns will feature the tagline ‘Because great things come in red cups,’ focusing on the brand’s signature coffee cups. Juan Valdez, which started in Bogotá in 2002, now operates over 560 outlets worldwide and sees the US as a crucial growth avenue. Despite currently having only 12 US stores, the company aims for 1,200 global outlets by 2028. Additionally, a 2024 joint venture with the Green Coffee Company will see Juan Valdez coffee in North American supermarkets. InnoVision, known for its expertise in digital media and Hispanic marketing, also works with several US fast-casual brands. Both companies express excitement about the partnership and the future growth prospects.

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