Café Bustelo Coffee National Debut: New Campaign from Publicis

Café Bustelo, the legacy espresso-style coffee brand, is making its national debut in a vibrant new ad campaign, blending modern and traditional Latin imagery and music in a celebration of the brand’s heritage. Since 1928, Café Bustelo’s bold flavor and iconic, colorful packaging have been both known, and loved, in Latin communities across the country. Now, for the first-time ever, the brand is available 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, OOH, and radio.

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.

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’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.”


“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 you to get a “taste” of our coffee and culture through the vibrancy and energy of our magnetic “Café Bustelo Estuvo Aquí” national campaign; a first for our brand,” said Eduardo S. Merino, Senior Brand Manager, The J.M. Smucker Company. “We feel very proud to continue with our Latino 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 with most brands relying on the same roasting, brewing and sipping imagery we’ve seen for years,” 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. In fact, we were originally going to release the work in English & Spanish, but agreed with the team at The J.M. Smucker Company that we wanted to stay true to our roots and only release in Spanish.”


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


Production Company:                        Blacklist
Managing Director:                             Adina Sales
Executive Producer:                            Danielle Amaral
Producer:                                            Jodi Kraushar

Animation House:                                Wizz
Director:                                              Gary Levesque
Producer:                                            Matthieu Poirier 


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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Dabitch's picture

I've always loved this bright palette and am glad to see it used like this.