CHALLENGE
Boldly use Cafe Bustelo’s authenticity to be a force in New York City.
Boldly use Cafe Bustelo’s authenticity to be a force in New York City.
In order to make Cafe Bustelo a force in culture, the brand has to tap into the most influential culture in America, New York City.
CATEGORY TRUTH
Coffee has become a fashion accessory.
“Coffee has arguably become the most durable and popular accessory. The cups we carry become an extension of ourselves, signaling our tastes and aesthetics as much as our watches, shoes or bags.”
- The Mic
Coffee has become a fashion accessory.
“Coffee has arguably become the most durable and popular accessory. The cups we carry become an extension of ourselves, signaling our tastes and aesthetics as much as our watches, shoes or bags.”
- The Mic
CONSUMER TRUTH
New Yorkers value authenticity and heritage when it comes to the products they purchase and associate with.
As Americas trend setters, if New Yorkers drink Bustelo the rest of America will follow.
COMPANY TRUTH
Cafe Bustelo was born in Harlem and ever since has been served in a majority of NYC Bodegas.
“Born in East Harlem in 1928”
- Cafe Bustelo
“Cafe Bustelo, has been a bodega standby for eight decades”
- NY Times
KEY INSIGHT
New Yorkers drink Cafe Bustelo everyday.
They just don’t know it.
The brand isn’t getting any credit for New Yorkers drinking their coffee at Bodegas.
They just don’t know it.
The brand isn’t getting any credit for New Yorkers drinking their coffee at Bodegas.
“New Yorkers consider these local grocery stores an integral part of the fabric of New York City.”
- NY Post
“The Bodega coffee cup is engrained in New York culture and appears in every tv show and movie set in the city.”
- Design Dives
And what coffee is in that cup? Cafe Bustelo is what a majority of NYC Bodega’s serve.
What is more authentically New York than a cup of Bodega Coffee?
STRATEGY
Make Cafe Bustelo and NYC Bodega coffee synonymous.
New Yorkers are already drinking Bustelo and not realizing it, let’s make them realize their go-to Bodega cup is Cafe Bustelo.
As with other trends that are born in NYC, the rest of the world will follow the trend of drinking Cafe Bustelo.
IDEA
New York’s coffee choice is Cafe Bustelo.
New Yorkers are already drinking Bustelo and not realizing it, let’s make them realize their go-to Bodega cup is Cafe Bustelo.
As with other trends that are born in NYC, the rest of the world will follow the trend of drinking Cafe Bustelo.
IDEA
New York’s coffee choice is Cafe Bustelo.
UPDATED CREATIVE COMING SOON...
Independant Study