Café Bustelo Invites Sports Fans to Get Their Game Face On

Coffee brand Café Bustelo, has launched Game Face, a limited-time campaign and programme that invites fans to show up for what they love through coffee, country pride and bold self-expression.

Game Face, developed by PSOne and creatively led by BBH USA, brings fandom to life with over one million limited-edition collectible coffee cans celebrating countries tied to the heritage of Café Bustelo – Argentina, Brasil, Colombia and Mexico; each paired with temporary face-tattoo kits featuring artwork created by local artists that reflects the countries' unique culture. Every Game Face tattoo features intricate creative elements that celebrate and honour the culture, heritage and symbolism of each country.

The countries reflected in Game Face are each based on the heritage of Café Bustelo and how the brand continues to deliver coffee that fans know and love today. In Latin culture, passion shows up loudest through sports. With Game Face, Café Bustelo is giving fans a new way to wear their pride on their face on game day, pairing country-inspired designs with the brand's signature bold Latin flavour.

"Café Bustelois all about celebrating Latin culture and the passions that make it so vibrant and exciting," said Emily Lucci, brand marketing coffee vice president. "In this spirit, the Game Face campaign honours countries that are synonymous with our brand through the inspiration of art and sports. We're proud to launch this Game Face campaign and give fans new ways to express their pride this summer."

Café Bustelo invites fans everywhere to get their Game Face on this June and July and proudly show their support.

The integrated campaign will be supported across all marketing channels including linear, social, OOH and artist murals, influencer programming and more.