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Document ID: C29034


Document ID: C29034

Title:
Authentic passion about Colombia

Author(s):

Molleda, Juan-Carlos

Subject Term(s):

Advertising
Branding
Campaign planning
Campaigns
Coffee
Colombia
Commodity promotion
Communication planning
Drink
Glocal
Image
Intercultural communication
International communication

Publication Date:

Apr 2009

Format:

Journal article

Journal:

Frontline

Publisher:

International Public Relations Association

Language:

English

Country:

Colombia

Abstract:

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.

Notes:

Posted at http://www.ipra.org/detail.asp?articleid=976


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