Sponsored by Lane Powell

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

Game On

March 2015
Wednesday, February 25, 2015
BY LINDA BAKER | OB EDITOR

The big news at Oregon Business is we’re getting a ping pong table. After reading the descriptions of the 2015 100 Best Companies to Work For in Oregon, a disproportionate number of which feature table tennis in the office, I decided it was time to bring our own workplace into the 21st century. It was a tough call, but it’s lonely at the top, and someone has to make the hard decisions.


Read more...

4 winners and losers in the Kitzhaber scandal

The Latest
Thursday, February 12, 2015
021315-govorno-thumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Examining the governor's rapid fall from grace in a "bizarre" and "unprecedented" saga.


Read more...

The week journalism died

Linda Baker
Sunday, February 15, 2015
deadjournalismthumbBY LINDA BAKER | OB EDITOR

As the investigation against the governor moves forward, those of us in the news business should reflect on our own potential for subverting the democratic process.


Read more...

Transportation Fairness Alliance holds demonstration in Pioneer Square

The Latest
Wednesday, January 14, 2015
IMG 3367BY JACOB PALMER | OB DIGITAL NEWS EDITOR

Portland's cab companies urged city hall for consideration as officials weigh new rules for Uber and other ridesharing companies.


Read more...

5 schools helping students crack code

The Latest
Thursday, January 29, 2015
codeduthumbnailBY JACOB PALMER | OB DIGITAL NEWS EDITOR

As the costs of college mount, and as employer demand for software developers soars, coding schools and classes are popping up everywhere.


Read more...

Grassroots movement pursues carbon bills

News
Tuesday, February 24, 2015
eventthumbBY KIM MOORE | OB RESEARCH EDITOR

A partnership of a grassroots environmental organization and a youth group is striving to build community and business support for carbon price legislation.


Read more...

Uncertainty about convention center hotel could cost Portland an NBA All-Star Game

The Latest
Wednesday, February 18, 2015
463545460BY JACOB PALMER | OB DIGITAL NEWS EDITOR

NBA commissioner: "I would love to end up having an All-Star Game in Portland. It's really just a function of ensuring that we can fit in town."


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