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CAFE BUSTELO
Chicago, IL
In the Fall of 2020, I completed my final advertising course (Advertising Campaigns) at DePaul University. The client for this campaign was Café Bustelo, a Latinx-inspired rich, dark coffee.
For this assignment, my team and I were asked to develop a social media advertising campaign in order to drive and build brand awareness and increase purchase intentions among the target demographic.
The goal for this campaign was to really understand the mindset of the target audience (U.S. Hispanic Millennials and Culturally Open Millennials aged 18-34) by conducting a competitor analysis for Café Bustelo.
After we gained insights from the competitor analysis, we decided to conduct a SWOT analysis to evaluate the current brand status before diving into primary and more secondary research.
We realized that Café Bustelo had a unique opportunity to break through the clutter in the coffee category, so we decided to really get into the mind of the coffee-loving consumer.
After gathering this research, we wanted to look into the behaviors of the two segments of the target audience to make sure that we could appeal to their wants and needs.
After collecting all of this data and conducting thorough research and analysis, we reached the following key insight.
From this, the big idea for the campaign is as follows.
Bringing Bold Back is a diverse campaign that seeks to emphasis the bold flavor of Café Bustelo coffee and how that bold nature can transfer to the lives of the target demographic.
From this, we developed the following creative execution of a video ad, social media ads, public transit ads, audio ads, and an app.
The following was the way we chose to evaluate the success of the campaign.
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