BNS Creative Director Andrés Rivera refers to himself as a Domina-Rican artist. As a kid growing up in the Bronx, he used to keep his action figures in a Café Bustelo can while his mom let the empty cans double as vases. This personal relationship to the brand inspired his work as lead designer and illustrator for Café Bustelo's new ads for Hispanic Heritage Month.
PSOne, Publicis Groupe's Power of One agency solution for The J.M. Smucker Company, invited us to contribute fresh ideas to their already established campaign "Café Bustelo Estuvo Aquí" (Café Bustelo was here), which has now evolved to "Café Bustelo Está Aquí" (Café Bustelo is here).
We created two new spots for the month, exploring the idea that wherever Café Bustelo is, it leaves a mark, because the joy of the Latin experience is one to be shared. The campaign ran across broadcast, online, digital, print, OOH, and social media.
The main character of the TV spots, Lina, was inspired by Angelina, the wife of Gregorio Bustelo and the face of the Café Bustelo logo.
To infuse even more cultural inspiration, we added a custom music track titled "Honey," by Latin artists in Argentina, including vocalist Mia Matahoney.
Films we created for Cafe Bustelo's social.
Our work helped Café Bustelo find its authentic voice and evolve from a beloved community brand to a full-fledged cultural icon, while claiming competitive space in the U.S. coffee market.
Create fresh new content to celebrate Hispanic culture and the roots of the Cafe Bustelo brand, while claiming space in the competitive U.S coffee market.
Utilize our own talent’s personal story to help spread the message that wherever Cafe Bustelo is, it leaves a mark, because the joy of the Latin experience is one to be shared.
Create campaign spots infused with contributions from multiple Hispanic artists, including one of our own with childhood ties to the brand.
We helped Cafe Bustelo find their authentic voice, evolve from beloved community brand to full-fledged cultural icon, and claim competitive space in the U.S coffee market.