Café Bustelo:
Making Instant Coffee Lovers from Instant Coffee Skeptics
From skeptics to believers:
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Thought it.
To many, Café Bustelo is a household name. However, one of their best selling items—their instant coffee—is not embraced by would-be loyal customers, the “coffee snobs with busy schedules and increasingly tight budgets.”
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Solve it.
To build interest in Café Bustelo’s Instant Coffee, our team created a series of content featuring ways to elevate the instant coffee experience and turn it into a specialty at-home ritual that could rival any coffee shop.
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Create it.
We created content that was polished, but not too produced, elevated, but still accessible. By sharing simple recipes and accompanying them with unfussy visuals, we got the point across that even instant coffee can be special.
Elevated, but Lived-In.
When creating lifestyle content for CPG brands, there is a thin line that must be towed: you want to create an elevated experience that differs from the norm, but you want it to be simple enough that your audience will not feel overwhelmed. Too many steps and they’ll say, “I’ll just go to a coffee shop!” Too few and the moment doesn’t feel special enough to become a ritual.
We kept this idea at the forefront when working on this campaign with Café Bustelo, selecting easy-to-source ingredients so that the recipes would be accessible to anyone on any budget, but using unique flavor combinations and garnishes to make the recipe feel special and luxe.
There was even something for non-coffee-drinkers.
How do you sell coffee to non-coffee-drinkers? You turn it into something else! In addition to the drink recipes, we created a simple three-step dessert recipe featuring Café Bustelo’s famous instant coffee.
The recipe ended up being a hit and has gotten re-shared thousands of times on Pinterest, particularly around the holidays when working women are looking for a quick and cheap recipe that still has that “wow factor.”