ORRVILLE, Ohio, Sept. 2, 2019 /PRNewswire/ -- Café
Bustelo, the legacy espresso-style coffee brand, is making its
national advertising debut in a vibrant new campaign, blending
modern and traditional Latin imagery and music in a celebration of
the brand's heritage. Since 1928, Café Bustelo
brand's bold flavor and iconic, colorful packaging have been both
known, and loved, in Latin communities across the country. Now, the
brand is expanding to more retail locations nationwide. The new ad
campaign is titled, Café Bustelo Estuvo
Aquí (Café Bustelo Was Here), and debuts
September 2nd on
Univision, VH1, Travel Channel, Ion, Nick at Nite, and others, with
a spirited :30 broadcast commercial as the creative centerpiece.
Additional campaign elements include online, digital banners,
social, out-of-home, and radio.
See Café Bustelo Estuvo Aquí:
- :30 TV https://vimeo.com/355915197/adb72c9831
- Empanada GIF https://vimeo.com/355916382/2af485c468
The campaign is the first creative work for the Café
Bustelo coffee brand from PSOne, the Publicis Groupe's Power of
One team, a bespoke solution for The J.M. Smucker Company.
Café Bustelo Estuvo
Aquí Campaign Overview
The Café
Bustelo Estuvo Aquí campaign creates a world unique to the
legacy Latin coffee brand, embracing the vibrancy of its iconic
bright yellow and red packaging to reflect the vitality of the
Latin culture, from food, art, music and yes, even Café
Bustelo coffee. 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 (Latin flavor) 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 brand'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."
Quotes
"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," stated
Liz Mayer, Consumer
Engagement & Omnichannel Customer Marketing Lead, The J.M.
Smucker Company. "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 definitely holds its own,
and this creative created by PSOne further exemplifies
this."
"Cafe Bustelo is a bold espresso-style coffee brand with
deep roots in Latin communities," stated Tina Meyer-Hawkes, Vice President of Marketing
on Coffee, The J.M. Smucker Company. "This new creative
beautifully blends Latin-inspired music and art into
an energetic story that is unique to Café Bustelo. I
can't think of a better way to invite new consumers to join our
brand tribe."
"We want to invite everyone into the Latin community by getting
a 'taste' of our rich coffee and culture through the
vibrancy and energy of our magnetic 'Café
Bustelo Estuvo Aquí' national campaign; a
first for our brand," stated Eduardo
Merino, Senior Brand Manager, Café Bustelo Brand, The
J.M. Smucker Company. "We also feel very proud to continue with
our Hispanic traditions of inviting and bringing people together
over a cup of cafecito, and we want to continue doing so for
generations. ¡Están invitados!"
"Coffee is such a cluttered space," stated Andy Bird, Chief Creative Officer, PSOne.
"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."
"We felt a real sense of responsibility in creating the
first-ever national campaign for Café Bustelo," said
Erica Roberts, Executive Creative
Director, PSOne. "The brand has been a staple in the Latin
community for almost a century; it's got serious street cred. So
whatever we created needed to preserve this and be unapologetically
Latin."
About The J. M. Smucker Company
Inspired by more than
120 years of business success and five generations of family
leadership, The J. M. Smucker Company makes food that people and
pets love. The Company's portfolio of 40+ brands, which are found
in 90 percent of U.S. homes and countless restaurants, include
iconic products consumers have always loved such
as Folgers®,
Jif® and Milk-Bone® plus
new favorites like Café Bustelo®,
Smucker's® Uncrustables® and Rachael
Ray™ Nutrish®. Over the past
two decades, the Company has grown rapidly by thoughtfully
acquiring leading and emerging brands, while ensuring the business
has a positive impact on its 7,000+ employees, the communities it
is a part of and the planet. For more information about The J.
M. Smucker Company, visit jmsmucker.com.
About Publicis Groupe - The Power of One
Publicis
Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in
marketing, communication, and digital transformation, driven
through the alchemy of data, creativity, media and technology,
uniquely positioned to deliver personalized experience at scale.
Publicis Groupe offers its clients a seamless end-to-end service to
address all their marketing and transformation challenges. Publicis
Groupe is organized across Solutions hubs: Publicis Communications
(Publicis Worldwide, Saatchi & Saatchi, Leo Burnett, BBH, Marcel, Fallon, MSL,
Prodigious), Publicis Media (Starcom, Zenith, Spark Foundry,
Performics, Digitas), Publicis Sapient and Publicis Health.
Epsilon, the data-driven marketing and tech company and its
platform Conversant, is positioned at the center of the group
fueling all the group's operations. Present in over 100 countries,
Publicis Groupe employs nearly 84,000
professionals. www.publicisgroupe.com |
Twitter:@PublicisGroupe | Facebook | LinkedIn | YouTube | Viva la
Difference!
Creative
Credits:
|
|
Client:
|
The J.M. Smucker
Company
|
Brand:
|
Café
Bustelo
|
Campaign
Title:
|
Café
Bustelo Estuvo Aquí
|
Agency:
|
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
|
|
|
Strategy
Director:
|
Jennifer
Baldwin
|
Strategist:
|
Jessica
Neira
|
|
|
Production
Company:
|
Blacklist
|
Managing
Director:
|
Adina
Sales
|
Executive
Producer:
|
Danielle
Amaral
|
Producer:
|
Jodi
Kraushar
|
|
|
Animation
House:
|
Wizz
|
Director:
|
Gary
Levesque
|
Producer:
|
Matthieu
Poirier
|
Animation:
|
|
|
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
|
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SOURCE The J. M. Smucker Company