So old it's hip again
As I was leaving the opening-day press conference of this year's Sundance Film Festival, some smiling person handed me a flimsy yellow totebag with a sample of instant cappuccino mix.
Since being given free stuff isn't anything new at Sundance, I folded the tote and stuffed into the messenger bag I was already carrying and went on my way.
Little did I know that the little yellow totebag - with the logo "I (heart) Cafe Bustelo" - was part of a carefully orchestrated marketing campaign, aimed at revitalizing an 81-year-old coffee brand.
As The New York Times reported this weekend, the Miami-based makers of Cafe Bustelo have been laboring for the past few years to make the brand - a blue-collar label familiar in Latino markets - hip and trendy.
The "I (heart) Cafe Bustelo" logo was visible at the recent Coachella Valley Music and Arts Festival, and samples have been giveaway items at events tied to the Oscars and the MTV Video Music Awards.
Since being given free stuff isn't anything new at Sundance, I folded the tote and stuffed into the messenger bag I was already carrying and went on my way.
Little did I know that the little yellow totebag - with the logo "I (heart) Cafe Bustelo" - was part of a carefully orchestrated marketing campaign, aimed at revitalizing an 81-year-old coffee brand.
As The New York Times reported this weekend, the Miami-based makers of Cafe Bustelo have been laboring for the past few years to make the brand - a blue-collar label familiar in Latino markets - hip and trendy.The "I (heart) Cafe Bustelo" logo was visible at the recent Coachella Valley Music and Arts Festival, and samples have been giveaway items at events tied to the Oscars and the MTV Video Music Awards.
posted by Sean P. Means @ 9:02 AM |
0 Comments:
Post a Comment
Links to this post:
Create a Link
<< Home