Café Bustelo está aquí

Creative Director Andrés Rivera refers to himself as a Domina-Rican artist. 

As a kid growing up in the Bronx, he used to keep his action figures in a Café Bustelo can while his mom let the empty cans double as vases. This personal relationship to the brand was a point of inspiration Rivera drew upon for his work as lead designer, and illustrator for Café Bustelo’s new ads for Hispanic Heritage Month. 

Concepted out of PSOne, Publicis Groupe’s Power of One agency solution for The J.M. Smucker Company, the new creative work is part of an already established campaign Café Bustelo Estuvo Aquí (Café Bustelo was here), which has now evolved to Café Bustelo Está Aquí. Wherever Café Bustelo is, we leave our mark, because the joy of the Latin experience is one to be shared. Cafe Bustelo is here. Café Bustelo está aquí.

Bringing the new ads to life involved multiple members of the Hispanic community.

Brand New School Creative Director and lead designer/illustrator of the new ads Andrés Rivera used to keep his action figures in a Café Bustelo can as a kid growing up. This insight helped inspire and inform some of the work especially our Planters TV spot and product-centric social creative.

The brand created an original, custom music track titled Honey, working with Latin artists in Argentina, including vocalist, Mia Matahoney. This track is featured in all four of the newest spots.

The main character of the TV spots, Lina, was inspired by Angelina, the wife of Gregorio Bustelo and the face of the Café Bustelo logo.