Café Bustelo Mixes Latin Heat with a Chill Remix for Espresso Style Iced Coffee

Coffee lovers, especially younger generations, are gravitating toward iced coffee. Studies show that over ⅓ of individuals under the age of 35 consume iced coffee daily. Café Bustelo is taking its iconic espresso-style coffee, and making it ready to drink cold. It’s turning down the degrees, without sacrificing its bold, Latin flavour. 

On June 10th, PSOne, Publicis’ Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is continuing Café Bustelo’s 'Está Aquí' campaign with its newest instalment, 'Make It Latin.' This instalment introduces an iced-out version of Café Bustelo’s universe. Café Bustelo and PSOne are reintroducing consumers to the liveliness and uniqueness of Café Bustelo’s coffee in a new, unexpected way.  

Watch as consumers are transported into the animated world of the hot city streets, where the characters find ways to beat the heat. One resident opens a bottle of Café Bustelo Espresso Style Iced Coffee, and the city turns frosty. The vibrant colour of the city enmeshes with the cool, soft tones of the refreshing power of Café Bustelo, all set to an icy remix of the 'Sabor Unicá' soundtrack. All of the characters’ favourite ways to chill turn arctic, and the community gathers to enjoy their favourite coffee. 

“In recent years, we’ve started to see many of our coffee customers, both young and old, reach more and more for iced coffee – but they still want that iconic flavour of Café Bustelo’s espresso style roasts that they love,” said Eduardo S. Merino, senior brand manager of Café Bustelo. “This new product intentionally combines our nearly century-long mastery of coffee with a cold and refreshing taste for an iced coffee that is brand-new, but somehow feels completely familiar to our Café Bustelo family.”

“Café Bustelo’s 'Está Aquí' campaign transports coffee lovers into a world that captures the essence of the brand’s 1920s East Harlem roots. ‘Make it Latin’ has given us a fresh way to expand the Café Bustelo brand while keeping the same dynamic spirit,” said Alan Wilson, SVP group creative director, BBH USA. “From the animation to the music and storytelling, it’s incredible to see this bodega brand make such a vibrant splash.”

The national 360° campaign also features special social 'cool cards,' where consumers can find beverage recipes using the product in specialised ways.