Turning Coffee into Culture.

Café Bustelo approached Amazon Brand Innovation Lab to unlock brand awareness and household penetration among Gen Z and Millennial coffee lovers by celebrating the vibrant intersection of Latin flavor, art, and music. Our challenge? Take the brand’s rich cultural heritage and reintroduce it to a new generation through experiences as bold as the coffee itself.

Our insight: Coffee isn’t just a drink—it’s a cultural connector. For younger consumers, brands that feel authentic, immersive, and creative are the ones that stick. With that in mind, it made perfect sense to tap renowned artist Yann Valder to create a bold and vibrant custom work of art for our campaign. By merging Latin artistry and music with shoppable digital touchpoints, Café Bustelo could transform everyday coffee into a cultural moment.

BIL created a 360° experience that elevated Café Bustelo beyond the cup—melding art, music, and interactive tech across the Amazon ecosystem. This included a FireTV Interactive hub (equipped with a fully shoppable mural), Prime Video interactive ads, Twitch streamables, and even an Amazon Music City Sessions live performance.