Café Bustelo Launches Animated Ad Series from BBH USA

Café Bustelo and creative agency BBH USA are bringing Latinos to the forefront in an exciting new campaign.

Dubbed "Make It Latin," the initiative consists of several animated spots heroing Latin communities enjoying its espresso-style, ready-to-drink iced coffee. 

In the hero spot, a bright and sunny neighborhood experiences hot weather, until a woman grabs her Café Bustelo bottled coffee from her refrigerator. 

After cracking it open, a cold and breezy atmosphere takes over the streets, turning the water from the fire hydrant into ice, the streets into a fun-filled skating rink, and the ice cream street stall into a snow jet ski. 

The woman then shares her coffee with the rest of the neighborhood as they beat the heat.

"Bring Latin heat to iced coffee," the narrator says, as the commercial ends. 

"Grocery Run" kicks off at a store, where its owner and cat deal with the scorching heat.

A hip customer walks into the store and buys Café Bustelo, bringing the cold with her as she makes her way through the city. 

Meanwhile, "Latin Storm" shows a group of friends enjoying the brand's espresso-style coffee in different ways — in a cup with whipped cream, mixed in with a cocktail, and more. 

With its refreshing taste, the gang lets out a resounding "ahhh" as they dance the night away. 

BBH USA SVP Group Creative Director Alan Wilson expounds on the idea behind the lighthearted, colorful campaign. 

"'Make it Latin' has given us a fresh way to expand the Café Bustelo brand while keeping the same dynamic spirit," Wilson shared.

"From the animation to the music and storytelling, it’s incredible to see this bodega brand make such a vibrant splash," he concluded.

A Thing for Iced Coffee

The latest from the brand and agency draws from a study that the younger generation is leaning more toward iced coffee, with over a third of people under 35 consuming it every day. 

 

 

 

 

 

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Café Bustelo Senior Brand Manager Eduardo S. Merino shares that this rings true for its customers, both young and old, as they seal the iconic flavor of its espresso-style roasts into a cold beverage.

“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," Merino explained. 

The new iced coffee also comes as part of Café Bustelo's wider campaign "Está Aquí," which puts to the forefront the brand's 1920s East Harlem beginnings.

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Editing by Katherine 'Makkie' Maclang