ScreenGrab was asked to reinvigorate The Colombian Coffee Federation brand with online audiences. The strategic campaign was designed around the iconic Juan Valdez and focused on placing him within all relevant online situations. From encouraging 2 million users to “Vote for Juan” to select him as the winner of AdWeek’s annual “Advertising Icons of the Year” to developing a unique “Friends of Juan Valdez” site where coffee lovers could “experience” the origin of great tasting Colombian Coffee, and promoted destination to food sites, consumer newsgroups, message boards and blogs.