Café Bustelo, a beloved brand known for its espresso-style coffee, has been a staple in many households for nearly a century. However, with the rise in popularity of iced coffee among younger consumers, the brand decided to innovate and introduce Espresso Style Iced Coffee Beverages to cater to this growing trend. This move not only showcases Café Bustelo’s ability to adapt to changing consumer preferences but also demonstrates its commitment to staying relevant in the ever-evolving coffee market.
In 2022, Café Bustelo revamped its marketing platform with the introduction of „Esta Aqui,“ a campaign that aimed to bring the brand’s Latin American heritage to the forefront. The campaign featured animated ads set to an original Spanish-language rap track, showcasing a vibrant neighborhood filled with street art, skateboards, and dominoes. This creative approach resonated with consumers and helped solidify a sense of a „BusteloVerse,“ highlighting the brand’s cultural connections and authenticity.
With the launch of its Espresso Style Iced Coffee Beverages, Café Bustelo continued to build on the success of the „Esta Aqui“ campaign. The new ads gave a seasonal, product-focused twist to the existing creative platform, showcasing a summertime vibe with scenes of abuelas, vendors selling cold treats, and kids playing in the water. The ads effectively captured the essence of a Latin American summer, while also promoting the new iced coffee offerings.
The national 360-campaign, led by BBH USA as part of Publicis‘ Power of One solution for J.M. Smucker, aimed to evolve the existing Bustelo ad platform rather than completely overhaul it. By creatively reinterpreting the brand’s color palette and remixing the original campaign song to reflect the ice-cold feel of the new product, the agency successfully maintained the authenticity and vibrancy of the brand while giving it a refreshing twist.
One of the key challenges faced during the campaign was striking the right balance between the Latin heat that Café Bustelo is known for and the ice-cold feel of the new product. By staying true to the brand’s cultural identity and incorporating elements that resonated with consumers, the campaign managed to capture the essence of Café Bustelo while introducing a new product innovation.
Overall, Café Bustelo’s innovative approach to marketing and product development showcases its ability to adapt to changing consumer preferences while staying true to its cultural roots. By leveraging its strong brand identity and heritage, Café Bustelo continues to resonate with consumers and maintain its position as a beloved coffee brand in the market.