The Idea
A collaboration between Café Bustelo and NIKE, inspired by fan engagement seen on social media.
Categories:
Promotional Advertising
Art Direction & Design
Deliverables:
Strategy
Packaging
Brand Experience
The Insight
In 2023, Café Bustelo celebrates its 95th anniversary, and we've recently observed a surge in fan engagement like never before.
Over the last three years, enthusiasts of both Café Bustelo and NIKE have shown their creativity by customizing their sneakers using hot Bustelo coffee.
We love what you have done and want to give back to all the creative sneaker heads out there.
LECHE
Leche is the true representative of this campaign, with its light wash cream color, inspired by the effects fans have achieved by dying their NIKEs in Café Bustelo.
Here the coffee dip also browns the yellow, red and blue colors of Bustelo, creating this beautiful retro look that truly celebrates the 95 years of Café Bustelo.
CAFÉ CON LECHE
Café con Leche takes inspiration from the traditional drink consisting of Latin espresso and milk.
With its deep coffee brown, light creamy beige and the bold colors of Café Bustelo, the design is light, sweet, and fun.
CAFECITO
The cafecito is a traditional Cuban style drink. It is a simple shot of espresso and arguably THE drink of Café Bustelo.
With its deep browns, the colors of the sneaker swirl like the top of a cafecito; the design is dark, strong and lively.
PACKAGING
The shoe box packaging takes inspiration from the iconic design of Café Bustelo's ground coffee brick. Inside, the tissue paper evokes the aromatic imagery of freshly brewed coffee.
The Experience
For this campaign, Café Bustelo X NIKE bodegas will pop-up at popular and Latin-centric parks throughout Brooklyn in honor of Gregorio Bustelo’s journey to the city of dreams.
Keep an eye out for vibrant street murals that decorate the area around these local parks.
