An authentic Juan Valdez Café will be open onsite during the tournament
MIAMI – March 10, 2017 — As the official coffee sponsor of the Miami Open, Juan Valdez, the Colombian coffee grower’s brand dedicated to offering an authentic Colombian Premium coffee experience, is kicking off the #InspiredbyJuanValdez campaign with a series of disruptive art activations at its stores across South Florida from March 17-April 2. In addition, a Juan Valdez Café will be open throughout the tournament taking place in Key Biscayne, Florida.
As part of the campaign consumers will be invited to participate in the creation of a series of three painted panels, all of which will come together as a mural that captures the brand essence of Juan Valdez: the genuine dedication and craftsmanship of the Colombian coffee growers, the diverse Colombia coffee origins, and the passion of our baristas to create the perfect cup of coffee. Marlon Pruz, an artist at Miami-based Unconventional, a company that produces art installations that strengthen the relationship between brands and communities, is designing the artwork.
“Juan Valdez coffee inspires people to live enjoyable and authentic experiences by transporting them to magical places and telling the stories behind our brand,” said Hernan Mendez, CEO of Juan Valdez Coffee. “We want to inspire audiences through art – by integrating the Juan Valdez experience into the fabric of the South Florida community.”
Each of the three individual unpainted panels will be displayed at the following Juan Valdez stores: Friday, March 17 in Historic Downtown, Saturday, March 18 in North Miami and Sunday, March 19 at the Miami International Mall. Guests are invited to visit each Juan Valdez location to help paint the panels as part of this immersive activation and have the opportunity to win prizes including tickets to the Miami Open, Juan Valdez coffee, and other souvenirs.
The final mural, painted by the community at the three Juan Valdez locations, will be unveiled at the Miami Open Gate C on March 25 prior to the evening match and showcased again on March 26. A replica of the mural will be displayed at the Juan Valdez Café tournament location to pay homage to the art of tennis.
Juan Valdez coffee and the Miami art scene fuse to become the perfect blend for the South Florida community. As the largest metropolis in the American Southeast, Miami is full of cultural riches and is quickly becoming one of the most inspirational and renowned art hubs in the world. By creating an immersive experience for fans to enjoy before, during, and after the Miami Open, Juan Valdez coffee can be the catalyst for that inspiration, building momentum for future store openings across South Florida later this year.
About the Juan Valdez brand:
Juan Valdez® is the only internationally recognized brand that belongs to coffee producers. Inspired by the icon that has represented Café de Colombia for over 50 years, in 2002 the Colombian Coffee Growers Federation –a non-profit organization that represents more than 500,000 small Colombian coffee producers– created the Juan Valdez® brand for coffee shops. Years later, after the popularity and acceptance of the brand in coffee shops and products was consolidated, the distribution of Juan Valdez® products in other national and international distribution channels began. Besides being a synonym of high quality for Colombian premium coffee consumers, Juan Valdez´s coffees transfer a greater value to coffee producers.
Store locations in South Florida include Historic Downtown 101, Historic Downtown 364, North Miami, Miami International Mall, Miami International Airport and Pembroke Pines.
Future store locations in South Florida include Doral, Coral Gables, South Beach, Cooper City, and Las Olas.
Information provided by Nicole Chivite, Burson-Marsteller