Café Bustelo

Make it Latin

Agencies: PSOne BBH USA


Café Bustelo® is introducing Espresso Style Iced Coffee Beverages – the brand’s first-ever multi-serve product crafted solely to enjoy cold is hitting refrigerators this month.

Coffee lovers, especially younger generations, are gravitating toward iced coffee. Studies show that over ⅓ of individuals under the age of 35 consume iced coffee daily. Café Bustelo is taking its iconic espresso-style coffee, and making it ready to drink cold. It’s turning down the degrees, without sacrificing its bold, latin flavor.

PSOne, Publicis’ Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is continuing Café Bustelo’s “Está Aquí” campaign with its newest installment, “Make It Latin.” This installment introduces an iced-out version of Café Bustelo’s universe. Café Bustelo and PSOne are reintroducing consumers to the liveliness and uniqueness of Café Bustelo’s 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 Café Bustelo Espresso Style Iced Coffee, and the city turns frosty. The vibrant color of the city enmeshes with the cool, soft tones of the refreshing power of Café Bustelo, all set to an icy remix of the “Sabor Unicá” soundtrack. All of the characters’ favorite ways to chill turn arctic, and the community gathers to enjoy their favorite coffee.

The national 360° campaign also features special social “cool cards,” where consumers can find beverage recipes using the product in specialized ways.

“Café Bustelo’s 'Está Aquí' campaign transports coffee lovers into a world that captures the essence of the brand’s 1920s East Harlem roots. ‘Make it Latin’ has given us a fresh way to expand the Café Bustelo brand while keeping the same dynamic spirit,” said Alan Wilson, SVP Group Creative Director, BBH USA. “From the animation to the music and storytelling, it’s incredible to see this bodega brand make such a vibrant splash.”

This professional campaign titled 'Make it Latin' was published in United States in June, 2024. It was created for the brand: Café Bustelo, by ad agencies: BBH USA and PSOne. This 360° medium campaign is related to the Food and Soft Drinks industries and contains 1 media asset. It was submitted about 1 month ago.


Client: The J.M. Smucker Co. – Café Bustelo
Campaign Title: Make It Latin
Creative: Está Aquí
Agency: PSOne

Creative Agency: BBH USA
Chief Creative Officer: Erica Roberts
Group Creative Directors: Peter Defries, Alan Wilson
Senior Copywriter: Nia Boling
Senior Art Director: Liv Johnston
President, Groupe Client Lead: Yuri Lee
Group Account Director: Tina Bandzuch
VP, Account Director: Jane Picarelli
Account Supervisor: Jay McGill
Account Executive: Claire Landman
EVP, Head of Strategy: Jennifer Baldwin
Strategy Director: Natalia Sayao

Production Agency: PXP
Executive Producer: Lauren Schneidmuller
Producer: Perry Von Stade
Business Affairs: Erica Greenfield, Natalie Roback

Agency: Digitas
Group Creative Director: Alexandra Askot
Group Creative Director: Michael Greenberg
Senior Copywriter: Cailin Boegel
D&A Associate Director: Sam Yim
Project Management Director: Nikolay Ilchenko / James Skidmore
Project Manager: Mila Stanisic
VP Director, Social Strategy: Kaitlyn Kline
Senior Social Strategist: Ashley Meeks
Associate Social Strategist: Monserrat Ramirez
VP Group Director, Data & Analytics: Jeff Bobick
VP Director, Data & Analytics: Sam Yim
Manager, Data & Analytics: Sam Horenstein

Agency: Zenith
SVP, Media Strategy/Digital Lead: Amanda Hellrung
SVP, Commerce Lead: John Elliot
VP, Integrated Media Strategy Director: Eric Goldberg
Integrated Media Director, Coffee: Olivia Chanyungco
Associate Integrated Media Director: Teri Zhang
Media Planner: Emily Porter
Associate Planner: Michaela Williams
Commerce Media Sr. Planner: Hagen Brown
SVP, National Video Investment: Ken Miller
VP, National Video Investment: Kaitlynn Kortvelesy
Associate Director, National Video Investment: Rich Buchheit
Supervisor, National Video Investment: Alexandra Gambino
Negotiator, National Video Investment: Parker Leavy
Associate Negotiator(s), National Video Investment: Eliza Jagid, Henry Schwartz, Siri Jois
VP, Search: Ian Hopkins
Associate Director, Search: Taylor Urrea
Supervisor, Search: Seth Prandy

Agency: Saatchi & Saatchi X
Associate Account Director, Commerce: Wil Petty
Senior Project Leader, Commerce: Kati Hart
Senior Strategy Director, Commerce: Marisa Braun
Creative Director, Commerce: James Westbrooks

Agency: Publicis Media
VP, Social: Jackie Greenhaus
Associate Director, Social: Katie Balliew
Senior Media Planner, Social: Jessica Magalhaes

Agency: MSL
Senior Vice President, PR/Influencer: Patricia Hallock
Vice President, PR/Influencer: Melanie Blum
Account Executive, PR/Influencer: Anna Marie Heaton


Production Company: Brand New School
CCO: Jonathan Notaro
Creative Director & Lead Designer: Andrés Rivera
COO: Devin Brook
Producer(s): Francesca Moran
Production Coordinator: Julia Prout
Animation Director: Jeff Bryson
Designers/Illustrators: Nin Wang, Bon Zhang, David Saracino, Juni Kweon
2D/3D Animators: Gerald Soto, Anthony Kim, Klopas Oey, Mauricio Villa, Mantas Grauzinis
Cel Animators: Jane Liu, Oliver Wee, Blake Patrick, Deco Daviola, Reza Iman, Facundo Lopez, Josh Parker
Assistant Editor: Andrew Polich
Storyboard: Fede Etchegaray

Sound Design & Mix: Papa
VO Record: Harbor Picture Company
Senior Mixer: Steve Perski
Senior Producer: Cammie McGarry
Associate Mixer: Catherine Sangiovanni

Music: Papa
Musical Artist: Matahoney
Composer: Damian Minckas
Lyricist: Damian Minckas
Producer: Ezequiel Kronenberg


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.