Organizations and Cultures: CREATIVE METAPHOR

This week's task is to think of a creative metaphore that could be used for a Colombian organization that is trying to internationalize an unknown product in foreign markets. This task is based on the following article, Spencer, M (2010) "If InterContinental were a sound what would it be". In that article they tried to find an metaphore in form of music and sound that suits the InterContinental Hotel Group. One could see how hard it is to create something which will meet all target groups and reach as many people as possible- not matter what country, which culture or history,...

I thought about Juan Valdez Café. Right now they have the most stores in South- and Middle America. Also there are 11 in the USA and 7 in Spain. As they are trying to expand their business further to Northamerica and Europe, I thought it might be a great starting point for this task.

My metaphore is the following:
"Ever tried a sip full of LOVE and HARMONY? Enjoy Juan Valdez Café!"

In my point of view, this metaphore is very international and could be used anywhere in the world. Of course, there should be people who drink coffee. But it is neither culturally directed nor it is just certain people targeting. It could be on posters in the streets, in magazines, on the napkins, cups, at the coffee- nearly everywhere. Attached to this slogan, I would put for example concerning the posters, photos of the amazing landscape of Colombian's mountain chains where the coffee is grown.

In magazines, I would write something about Colombia's coffee tradition, -culture and -zones. It will raise interest of the reader. Maybe also put some kind of olfactory test (like the one for parfums). It should stimulate as many senses as possible.

And, already feel the desire for a coffee? ;o)