ORRVILLE, Ohio, U.S. — Café Bustelo, the legacy espresso-style coffee brand, is making its national advertising debut in a vibrant new campaign, blending modern and traditional Latin imagery and music in a celebration of the brand’s heritage. Since 1928, CaféBustelo brand’s bold flavor and iconic, colorful packaging have been both known, and loved, in Latin communities across the country. Now, the brand is expanding to more retail locations nationwide.
The new ad campaign is titled, Café Bustelo Estuvo Aquí (Café Bustelo Was Here), and debuts September 2nd on Univision, VH1, Travel Channel, Ion, Nick at Nite, and others, with a spirited :30 broadcast commercial as the creative centerpiece. Additional campaign elements include online, digital banners, social, out-of-home, and radio.
The campaign is the first creative work for the Café Bustelo coffee brand from PSOne, the Publicis Groupe’s Power of One team, a bespoke solution for The J.M. Smucker Company.
Café Bustelo Estuvo Aquí Campaign Overview
The Café Bustelo Estuvo Aquí campaign creates a world unique to the legacy Latin coffee brand, embracing the vibrancy of its iconic bright yellow and red packaging to reflect the vitality of the Latin culture, from food, art, music and yes, even Café Bustelo coffee. The broadcast commercial brings to life the wonderful feeling that wherever there is a can of Café Bustelo, or a cup of its espresso ground coffee, the world around is transformed, spreading sabor Latino (Latin flavor) for all to enjoy.
The campaign boasts bold, minimalist illustration-style visuals, with a retro poster feel, in a colorful and creative nod to the authenticity of the brand. Both modern and traditional Latin imagery are used to represent Café Bustelo brand’s multi -generational appeal. The music featured in the campaign adds to the mix, marrying old and new, by combining traditional Latin rhythms, with modern electronic beats, and was created by HiFi Project. One taste of this bold Latin blend and you’ll understand why it’s always more exciting in the knowledge that “Café Bustelo Estuvo Aquí.”