Key stat: Over a third of people under the age of 35 consume iced coffee daily.
Café Bustelo, however, is traditionally served strong and piping hot off the stove. So, the brand recently hit the refrigerator aisle with Espresso Style Iced Coffee Beverages to flex its range.
The “Make it Latin” campaign features the new drink in a vibrant and animated world—the “BusteloVerse,” per the brand—with a refreshingly icy twist.
The packaging is the star here, a direct tribute to the moka-pot style of coffee brewing that Café Bustelo fans know and love.
“The big challenge was not going full ice or full cold. You still want that Latin heat,” Alan Wilson of BBH USA told Marketing Dive. “It’s an extension of the world, it’s not a brand new thing.”
