Let’s imagine Colanta is internationalizing a Colombian way of “Instant Jugos”:
The essence of a fruit (either known ones like strawberries or rather unknown ones such as Guanábana) already mixed completely with sugar etc. ready to be an “Original Colombian Jugo” when either water or milk is added.
I would put that mission under the metaphor of Christopher Columbus or Expedition and Conquest. Why?
Especially the rather unknown fruit flavors like guava, feijoa or tomate de árbol are new to several parts of the world and a jugo itself is something slightly different from regular juice.
Like Columbus once went to the Americas looking for new trade roads, Colanta will also explore new trade relations and business markets by purchasing this product. And even though this expeditions on new territories might be a little difficult at the very beginning (future customers might be skeptical about new flavors or see it as a similar product to juice), at the very end the tropical flavor will win and friendly and violent-less conquer the “Old World” or other parts of the world.
I feel like that metaphor might be useful for internal communication, because the name Columbus and his expeditions to “The New World” are strongly connected with Latin America and therefore commonly known. It takes probable difficulties at the beginning of the product launch into consideration, but also implies a successful ending, when constantly and rigorously communicated.
Externally it might be better to communicate expedition and colonization, because conquest implies slightly violently features. As Europeans, for example, tend to be attracted by exotical or tropical advertisement, Colanta could use strategies that emphasize on these attributes of the product. They will love the idea of vacation-feeling, sunny, tasty und healthy as it is, providing exclusivity and difference.
(Here is just an slightly exaggerated example how much you can just put the emphasis on tropical feeling in a commercial: http://www.youtube.com/watch?v=0bDVkh2ufYE&feature=related)
But careful: Foreign partners should not be seen as “enemies” who should be conquered. A constant and stable atmosphere of friendly exchange and treatment should be communicated; developed and modern and a lot ahead of the former forced conquest of the New World. The other way around actually means to offer something for the well-being and a Win-Win-Situation for both business parties.
