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'Almighty' Aids In Coffee Win

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Ads citing Carrey hit get Sawyer Miller shot at Juan Valdez

Sawyer Miller got some help from Hollywood in its win last week of the National Federation of Coffee Growers of Colombia account. The Interpublic Group shop, a unit of Weber Shandwick, was chosen in part because of a print project it did for the client that referred to the hit Jim Carrey film Bruce Almighty, in which the actor is given godlike powers.

The two ads tied the brand to the film, which featured a cameo from the association's famous spokescharacter, Juan Valdez.

"They showed us they would be able to create a great campaign in a short period of time," a client rep said. Also integral to the win was the New York shop's familial resources: The client wants an integrated effort, and IPG siblings Weber Shandwick, Rogers & Cowan, KRC Research, Powell Tate and Futurebrand will work with Sawyer Miller to increase awareness of Colombian coffee among a broader audience, particularly younger drinkers.

According to the National Coffee Association, 18- to 24-year-olds in the U.S. who said they drank a cup of joe the previous day have declined from 23 percent in 2002 to 16 percent this year; 25- to 29-year-olds also drank less in the same period, down from 40 percent to 37 percent.

According to TNS Media Intelligence/CMR, the client's ad budget fell from $20 million in 1999 to nothing last year.

The total marketing budget is $9 million, according to the client, which wants to get Valdez back in the sights of coffee drinkers.

"I think he can work for younger people as well because they respond to authenticity and wisdom," said Jay Molishever, a rep for the NCA.

Valdez was created by DDB Needham in New York in 1960. DDB and the client ended their relationship in 2001, when Valdez last appeared on TV.