Carlos Sánchez, Who Was The Image Of Juan Valdez For 37 Years, Dies

2024 Author: Steven Freeman | [email protected]. Last modified: 2023-12-17 08:15

Colombian Carlos Sánchez, who for decades played the character of Juan Valdez in a series of legendary coffee television commercials in Colombia, died at 83.

Sánchez died in late December in Medellín, Colombia, from undisclosed causes, the New York Times reported.

In his commercials as Juan Valdez, Sánchez wore a wide-brimmed hat when coffee beans were planted in Colombia.

Sánchez made the humble character of coffee growers one of the most successful fictional characters in the history of advertising since he began playing him in 1969.

The character was created by a New York advertising executive and helped soften the image of Colombia, which at the time dealt with decades-long military conflict and brutal drug cartels, for a US audience.

The coffee distributor Juan Valdez, Café de Colombia, communicated their condolences through their social networks. “We deeply regret the death of Mr. Carlos Sánchez, who gave life to the character Juan Valdez for many years, and who proudly carried the name and work of Colombian coffee growers around the world. We remember and pay tribute to his memory”.

Sánchez was born in 1935 and attended the University of Antioquia. He worked as a painter before assuming the role of Juan Valdez.

Sánchez is survived by his wife and two children.