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Café Bustelo goes back to its roots with Latin-inspired campaign

JM Smucker-owned coffee brand Café Bustelo has embraced its Latin roots for its first national advertising campaign which blends traditional images and music to serve up a burst of sound and color.

Created by Publicis Europe’s PSOne team, Café Bustelo Was Here draws heavily on the espresso specialist’s reputation for bold flavor and colorful retro-style packaging to break out into the mainstream by expanding its retail presence.

Liz Mayer, consumer engagement and omnichannel customer marketing lead, The JM Smucker Company, said: “It's so exhilarating to see this brilliant work capture the authentic Latin spirit, passion and heritage of Café Bustelo coffee in an artistic way. We cannot wait for this work- the first campaign of this nature for the business - to drive awareness of this growing brand that already has such a loyal following. In a crowded category like coffee, this brand holds its own, and this creative created by PSOne further exemplifies this."

Andy Bird, chief creative officer at PSOne added: “Coffee is such a cluttered space. The Café Bustelo Estuvo Aquí campaign disregards the category tropes and artfully creates a space unique to this very special brand. It's loud, proud, and incredibly ownable."

The campaign is currently airing across Univision, VH1, Travel Channel, Ion and Nick at Nite and is supported by online, digital banners, social, out-of-home, and radio.

JM Smucker consolidated its creative, data, media and tech accounts in the hands of Publicis last year.

: 'Café Bustelo Estuvo Aquí '

Date: August 2019

Café Bustelo, the legacy espresso-style coffee brand, is making its national debut in a vibrant new ad campaign, blending modern and traditional Latin imagery and music in a celebration of the brand’s heritage.

Since 1928, Café Bustelo’s flavor and iconic, colorful packaging have been both known, and loved, in Latin communities across the country. Now, for the first-time ever, the brand is available nationwide. 

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 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’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.'



The J.M. Smucker Company


Café Bustelo

Campaign Title:                                  

Café Bustelo Estuvo Aquí


Publicis Groupe, PSOne

Agency Location:                              

New York


Chief Creative Officer:                        Andy Bird
Executive Creative Director:               Erica Roberts

Creative Director/Copy:                     Larissa Kirschner

Creative Director/Art:                         Matthew Leopizzi

Creative Director/Art:                         Jana Pejkovska


Director of Integrated Production:     Jenny Read

Executive Producer:                            Lauren Schneidmuller

Producer                                             Dylan Mizner

Music Producer                                   Rachel Rauch                        


Group Account Director:                    Yuri Lee

VP, Account Director:                         Tabatha Roman

Account Executive:                            Nia Bolling


Production Company:                        Blacklist
Managing Director:                             Adina Sales
Executive Producer:                            Danielle Amaral
Producer:                                            Jodi Kraushar

Animation House:                                Wizz
Director:                                              Gary Levesque
Producer:                                            Matthieu Poirier 


Bong Nguyen 

Pierre Rutz

Rachid Guendouze 

James Molle

Laure Escadafals 

Tom Rameaux 

Compositing:                                       Benoit Galland

Background:                                       Gary Levesque

Intern:                                                  Quentin Rigaux


Music House:                                       Hifi

Executive Producer:                            Chris Heidman 

Audio Engineer:                                   Mark Turrigiano

Production House:                               Harbor

Executive Producer:                            Jesse Schwartz

Tags: United States


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