Café Bustelo, the legacy espresso-style coffee, is making its national debut with a vibrant ad campaign by Publicis Groupe that blends modern and traditional Latin imagery and music. Since 1928, Café Bustelo has had a high profile in Latin communities across the country, and now the brand is available nationwide. The new ad campaign is titled, Café Bustelo Estuvo Aquí (Café Bustelo Was Here), and debuts this Fall on Univision, VH1, Travel Channel, Ion, Nick at Nite, and others, with a :30 broadcast commercial as the creative centerpiece. Additional campaign elements include online, digital banners, social, OOH, 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. It creates a world unique to the legacy barrio-born coffee brand, embracing the vibrancy of its bright yellow and red packaging to reflect the vitality of the Latin culture. The campaign boasts bold, minimalist illustration-style visuals, with a retro poster feel, in a nod to authenticity and to underscore a multi-generational appeal. Music adds to the mix, combining traditional Latin rhythms with modern electronic beats, and was created by HiFi Project.