Putting on your game
face takes on new meaning for coffee-drinking World Cup fans courtesy of an innovative new campaign from Café Bustelo.
The coffee brand is rolling out its “Game Face,”
campaign with limited-release coffee cans custom-engineered to incorporate a temporary face tattoo kit directly onto the product lid.
Over one million of the brand’s signature bright
yellow cans will be transformed into collectibles celebrating countries tied to the heritage of Café Bustelo: Argentina, Brazil, Colombia and Mexico. Each temporary face-tattoo kit features
illustrations created by local artists that use unique elements from each countries’ “local flora and fauna, national iconography and culturally significant patterns, symbols and colors.”
Scannable QR codes on the cans send customers to a video explaining how to apply and remove the temporary tattoos.
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“Café Bustelo is all about celebrating Latin culture and the
passions that make it so vibrant and exciting,” said Emily Lucci, brand marketing coffee vice president for Bustelo, in a release. “In this spirit, the Game Face campaign honors countries
that are synonymous with our brand through the inspiration of art and sports. We’re proud to … give fans new ways to express their pride this summer.”
The can designs also serve
as inspiration for a series of short social films, one each for Argentina, Brazil, Columbia and Mexico. In “Brasil,” seen here, a
woman wearing the striking, vibrantly colored face tattoo walks through a crowd, as images of leopards, parrots, flowers and butterflies from Brazil flash across the screen. The films all end with a
close-up on the face tattoos while the subject drinks a cup of Bustelo, along with the super “Your colors, your cup.”
The effort continues with OOH ads, artist murals as well as
upcoming influencer programming.
The Game Face cans are available at retailers nationwide throughout June and July while supplies last.
