Home Archives June 2007 Juan Valdez calls on Portland firm for a makeover

Juan Valdez calls on Portland firm for a makeover

| Print |  Email
Friday, June 01, 2007

PORTLAND — A year ago, Carlos Castaneda, a “cafetero,” or coffee farmer, stepped forward to be an up-dated version of the National Federation of Coffee Growers of Colombia’s Juan Valdez.

Castaneda will take over the role from an aging New York actor who has played the part since the growers first came up with the concept in 1959. Why the change? A week at “character camp” with a Portland-based company convinced executives that Juan needed a bracing shot of reality.

Character, a firm established in 2002 by Will Vinton Studios alum David Altschul, develops story frameworks for brands.

Altschul, who has also worked with Cheerios, Chick-fil-A and Wal-Mart, says the idea of treating a brand like a character is catching on.

“There’s something special about appearing in front of large global mar-keters as a small Oregon business,” says Altschul. And, as Portlanders, you  can bet they know their coffee.

 

More Articles

The Bookseller

November/December 2014
Wednesday, October 22, 2014
BY AMY MILSHTEIN

Everyone knows college is expensive, but a look at the numbers brings that into sharp — and painful — focus.


Read more...

Water World

November/December 2014
Wednesday, October 22, 2014
BY KIM MOORE

Fred Ziari aims to feed the global population.


Read more...

Fork & Bottle

October 2014
Thursday, September 25, 2014

National media can’t get enough of Oregon’s pinot noir, artisan-food purveyors and lively, independent film scene.


Read more...

Grape Expectations

October 2014
Thursday, September 25, 2014
BY HANNAH WALLACE

Well-financed outsiders from France and California are buying up vineyards and wineries in the Willamette Valley.


Read more...

Two Sides of the Coin

Contributed Blogs
Friday, September 26, 2014
0926 iphone6-thumbBY JASON NORRIS | GUEST BLOGGER

This post focuses on the recent release of the new Apple iPhone as well as Alibaba's IPO, the largest U.S. IPO in history.


Read more...

Launch

October 2014
Thursday, September 25, 2014
BY JESSICA RIDGWAY

October's Launch article features Soul Kitchen, Easy Company and Slick's Big Time BBQ.


Read more...

College Conundrum

October 2014
Thursday, September 25, 2014
BY KIM MOORE

University and college tuition fees have been rising for more than a decade, while state funds for higher education have steadily declined.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS