Cafe Bustelo

#CafeinCasa
Campaign
By: Ashley, Daniella,
Magdalene, Manuel and
Paulina
OUR TEAM

Ashley Rouland Daniella Lobanova

OUR TEAM

Magdalene Halikias Paulina Harkabuz

OUR TEAM

Manuel Meraz
Client
Brief and
Ask
Café Bustelo is an espresso-style coffee
that is dark roasted, finely ground and
full bodied. Café Bustelo coffee was
started in Harlem in 1928.
 The Campaign Objectives:

○ Generate awareness and ultimately drive trial

amongst COMs in key growth markets AND
○ Expand love and loyalty amongst USH for Café
Bustelo and drive foot traffic to Café Bustelo
retailers in legacy markets
○ Express our brand's position during these
challenging times
Situation

Cafe Bustelo wants to use social media

advertising in order to increase exposure and
brand awareness, leading to greater purchase
intentions among Hispanic Millennials and
COM (Culturally Open Millennials).
Coffee Market Trends
Coffee Market Trends
● Some of the key players in the coffee industry today are Starbucks,
followed by Dunkin’ Donuts, and the third-largest coffee company is Tim
Hortons. Some smaller but well-known players in the industry are
McDonald’s, La Colombe, Blue Bottle Coffee, Peet’s Coffee, Caribou Coffee,
and The Coffee Bean & Tea Leaf.

● During the COVID-19 crisis, many companies took the opportunity to

create advertisements concerning or revolving around the pandemic.
→ Starbucks established its “Starbucks at Home Series” teaching others
how to have the Starbucks drinks during these times where people are
being encouraged to stay home.
→ Tim Hortons released and ad in June 2020, welcoming customers back
to their locations. The ad showed different consumers talking about
homeschooling, interacting with others, and having “much-needed alone
time.”

● According to Chicago-based researcher Datassential, people aged

between around 19-34 make up 44% of the U.S. coffee demand.
 Target Audience
Café Bustelo’s target audience is Latinx
people living in the United States, as
well as other culturally open-minded
millennials (COMs).

Current Cafe
Bustelo
Tactics Brand Perception
Among brand targets, Café Bustelo plays a
significant part of their family tradition,
accurate in that it is a legacy brand for many
Latinos. The brand promises to provide an
"authentic Latin coffee experience" with a
mission of bringing people together to
celebrate life via shared experiences.
Cafe Bustelo
Demographics

US Hispanics COMs
● According to the U.S. ● Culturally Open Millennials
Census Bureau, 12.5% of range from 18-34 years old.
the U.S. population is ● Top content mediums
Hispanic. include Mobile Media (88%)
● U.S Hispanics are heavy and Social/Internet Media
users of mobile media (84%).
(94%) Social Media (86%),
and Internet Media (84%).
Consumer 1: Amy
Amy is a 21-year-old attending university in a big city.
She spends her days going on walks, painting and hanging out
with her roommates. Living so far away from her hometown
means that visiting family is rare, except for the occasional
holiday, so her roommates have felt like her family ever since
she began university. She enjoys her morning routine- waking
up before the sun rises, going on a long walk around her
neighborhood, and coming home to have breakfast and begin
her day. The routine gives her some stability, which is what
Amy feels she needs right now. By having a routine, she feels
more secure. Amy grew up with a similar routine at home, and
feels homesick being so far away from her parents. On the days
she’s running late, Amy will stop at a local coffee shop on her
way to work, but on weekends, she likes to brew coffee at home
and cook breakfast with her roommates. Recently, they’ve all
been spending more time at home and Amy wants to connect
more with her roommates. As a college student living in an
urban city, Amy likes to document her life on social media like
Instagram and Twitter. She likes to stand out, so if she had to
choose between grabbing a Starbucks and snapping a picture
or making a home-brewed coffee with a fancy breakfast set up,
she’d rather show off her cooking and coffee-making skills to
her followers. She likes to show her followers that she’s capable
of taking care of herself while looking cool and effortless at the
same time.
Consumer 2: Carla
Carla is a 33-year-old single mom with two
kids, Sam and Charlotte.. She lives in a big city, and
her kids go to school down the street from their
house she bought 6 years ago. Every morning, she
wakes up, showers, gets ready, and cooks breakfast
for her two kids, before walking them over to the
school. During the day, she works from home and
almost always forgets to cook breakfast for herself,
so normally she will brew a coffee while she settles
into her workday. Her mother lives across the city,
but Carla wishes her mother could stop by more
often to see her grandkids.. Her mother is her
favorite person and stepped in as the main provider
for Carla when her father passed away. Family is
incredibly important to Carla, and she wants her
children to grow up and see their mother as their
hero. Although Carla doesn’t normally have
breakfast every morning, coffee is always a part of
her morning. She grew up drinking coffee back in
her home country and continuing to drink it every
morning reminds her of simpler times. Even at the
age of 15, Carla loved the smell and taste of the coffee
her mom made her.
Consumer 3: Paul
Paul is a 26-year-old graduate student hoping to work
for a big tech company. He lives alone, aside from his
1-year-old cocker spaniel who follows him around his
apartment 24/7. Every morning, Paul goes on a run around the
neighborhood, showers, then makes himself a big breakfast,
with a coffee on the side. Since Paul is focused on school, he
works part-time at a music store to pay his rent. Coming to the
United States has been a hard transition for Paul, who finds
some aspects of American life a little jarring. He believes that
getting a Master’s in the United States will open many more
doors for him in the future for him to have a career. In his
home country, he left behind a girlfriend, parents, and
grandparents, along with a whole extended family. Because of
this, he wakes up extra early 3 times a week to Skype his
relatives and has an early coffee with them. Before he moved,
he would have breakfast with his parents every morning
before he left for work, and Paul misses that routine. Living
alone in a different country has made Paul homesick, and the
Skype calls help with that feeling of loneliness. Besides his
regular phone calls, Paul has found some friends in his
Master’s program, and they often meet up at one another’s
apartments for coffee. Since all his friends are students like
him, cooking at home is their cheapest way to get together and
have fun without spending half their paychecks on a pricey
brunch.
Consumers

Social Media Representation Appeal

Research finds that Latinx Latinx consumers react Latinx consumers react
people are often very positively to positively to other Latinx
enthusiastic about social advertisements when their spokespersons or influences,
media. culture is represented. are are also inclined to refer to
reviews and recommendations
by other Latinx people before
making a purchase.
Key
Insights
 Some Key Insights

Latinx people are The ideal consumer The majority of the

collectivistic and have either wants their workforce is
a strong sense of culture represented, comprised of coffee
community and or wants to experience drinkers that actually
family. new cultures prefer espresso
drinks over regular
coffee.

The Latinx community Hispanics are 29% Latinx consumers

is large and diverse, more likely to agree are increasingly
making it difficult to that their purchase turning to digital
construct a message decisions can be forms of media
that reaches all of influenced by instead of
them endorsements traditional ones
#CafeinCasa
Campaign
Campaign Objective

The main objective of this campaign is to

grow Cafe Bustelo’s target audience by
appealing to COMs while also maintaining
the core Latinx audience that has been loyal
to Cafe Bustelo for all these years.
Message Strategy

● Advertising needs to display the family dynamic

and comforting sense of home and identity
○ this appeals to the ideal consumer
● Advertisements should target immigrants
○ immigrations is a factor which all Latinx
people living in the US share
● Those who have immigrated or born to
immigrant parents have a sense of home that is
unique to their situation
● The goal is for Cafe Bustelo to remind
consumers about their roots
○ to inspire them to embrace their culture
Message Strategy

● #CafeinCasa
○ spread the company’s message of the
family experience at home
● Consumers can share photos of themselves
with friends and family enjoying Cafe
Bustelo at home
● By creating a hashtag for the brand, Cafe
Bustelo can raise brand awareness
Creative
Concepts
 Media
Strategy
Media Strategy-6 month
campaign
Instagram
CPM: $6.70/1000 impressions
$40,200 for 6 months
Youtube Facebook
$10/day for local campaigns
CPM: $7.19/1000 impressions
$1800 for 6 months
$43,140 for 6 months
varies greatly
$1,000/10,000 impressions
$100,000 for 6 months
Media Strategy-6 month
campaign
CPM Impressions Impressions/ 6 Cost/6 months
months

Instagram $6.70 1,000 6,000,000 $40,200

Youtube $1,000 10,000 2,000,000 $200,000

Facebook $7.19 1,000 6,000,000 $43,140

Total 14,000,000 $283,340

Conclusion

● In conclusion, we are hoping to raise brand

awareness among those who are immigrants, or born
to immigrant parents, as well as culturally open
millennials. By creating the social media campaign
#CafeinCasa we are hoping to reach our target
audience and encourage them to consume Café
Bustelo, and make it a part of their daily routine,
especially since we are all spending more time at
home due to the pandemic.
● Sexton, Joseph. “How Millennials
Are Shaping Americas Coffee
Culture.” Oakscale Franchise
Development,
www.oakscale.com/post/how-millenn

●
ials-are-shaping-americas-coffee-cult
ure.
https://www.pewresearch.org/fact
-tank/2015/03/24/a-majority-of-en
Appendix
glish-speaking-hispanics-in-the-u-
s-are-bilingual/
● https://www.pewresearch.org/fa
ct-tank/2015/03/24/a-majority-of
-english-speaking-hispanics-in-the
-u-s-are-bilingual/
● https://d2l.depaul.edu/d2l/le/con
tent/768097/viewContent/69091
70/View
● York, Alex. “How to Create a
Hashtag For Your Brand.” Sprout
Social, 14 May 2020,
sproutsocial.com/insights/create-a-ha
shtag/.