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.