Manuel Meraz

Professor Chu
PRAD 396
24 January 2021
PRAD 336 Executive Summary
Café Bustelo is a ground coffee brand that wishes to use social media to increase

exposure and brand awareness. Café Bustelo wants to maintain it’s Latinx audience while also

going after culturally open millennials who may get their coffee from other brands or stores.

Latinx people and young millennials have shown to be enthusiastic about participating on social

media, making it a good idea to try to reach them through this channel. Key insights about

Latinx people that were found are that they are collectivistic, that they are 29% more likely to

agree that their purchase decisions can be influenced by endorsements, and that they are

increasingly turning to digital forms of media instead of traditional ones. Some other key

insights about culturally open millennials are that many of them want to experience new cultures

and that the majority of working millennials prefer espresso over regular coffee. The campaign

we settled on is the #CafeinCasa campaign. The main goal of the #CafeinCasa campaign is to

display the family dynamic and sense of home that can be attained through a cup of coffee. This

equally addresses Latinx consumers, many of whom are immigrants, and millennials who also

move due to reasons like job opportunities or the pandemic. With the CafeinCasa hashtag,

consumers are encouraged to share pictures of themselves drinking coffee either by themselves

or with their loved ones. In conjunction with the hashtag, banner and video ads will be pushed

on Instagram, Facebook, and Youtube, the social media websites that are most popular with

culturally open millennials and Latinx consumers. This campaign will work because young

people are increasingly finding themselves interested in other cultures and new experiences
surrounding these cultures. With Café Bustelo they can experience a bit of Latinx culture from

the comfort of their own homes.