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

11/06/2024
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PSOne and BBH US introduces an iced-out version of Caf茅 Bustelo鈥檚 universe

Coffee lovers, especially younger generations, are gravitating toward iced coffee. . Caf茅 Bustelo is taking its iconic espresso-style coffee, and making it ready to drink cold. It鈥檚 turning down the degrees, without sacrificing its bold, Latin flavour. 

On June 10th, PSOne, Publicis鈥 Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is continuing Caf茅 Bustelo鈥檚 'Est谩 Aqu铆' campaign with its newest instalment, 'Make It Latin.' This instalment introduces an iced-out version of Caf茅 Bustelo鈥檚 universe. Caf茅 Bustelo and PSOne are reintroducing consumers to the liveliness and uniqueness of Caf茅 Bustelo鈥檚 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 Caf茅 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 Caf茅 Bustelo, all set to an icy remix of the 'Sabor Unic谩' soundtrack. All of the characters鈥 favourite ways to chill turn arctic, and the community gathers to enjoy their favourite coffee. 

鈥淚n recent years, we鈥檝e started to see many of our coffee customers, both young and old, reach more and more for iced coffee 鈥 but they still want that iconic flavour of Caf茅 Bustelo鈥檚 espresso style roasts that they love,鈥 said Eduardo S. Merino, senior brand manager of Caf茅 Bustelo. 鈥淭his 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 Caf茅 Bustelo family.鈥

鈥淐af茅 Bustelo鈥檚 'Est谩 Aqu铆' campaign transports coffee lovers into a world that captures the essence of the brand鈥檚 1920s East Harlem roots. 鈥楳ake it Latin鈥 has given us a fresh way to expand the Caf茅 Bustelo brand while keeping the same dynamic spirit,鈥 said Alan Wilson, SVP group creative director, BBH USA. 鈥淔rom the animation to the music and storytelling, it鈥檚 incredible to see this bodega brand make such a vibrant splash.鈥

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

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