"Café Bustelo, Celebrando el café en CasaCuba: A Partnership with The J.M. Smucker Co. invited two household coffee brands beloved by Latin communities into FIU CasaCuba, which is Florida International University’s (FIU) new home for celebrating Cuban heritage and advancing discourse on Cuban affairs. The proposal presented Café Bustelo and Café Pilón with a unique opportunity to partner with FIU CasaCuba and the Chaplin School of Hospitality and Tourism Management—inside a canister of coffee.
Opening the jumbo Café Bustelo canister, the donor found a proposal designed to look like a yellow brick of Café Bustelo, a staple in Latin households. It even smelled like espresso! Through a multisensory experience and storytelling woven together with Café Bustelo branding and messaging (on the cannister labels and yellow-brick proposal covers and inside the proposal), the possibilities of this partnership were immediately apparent. The value proposition conveyed in the proposal--centered on hospitality and heritage--would make this a triple win for Cafés Bustelo and Pilón, FIU CasaCuba, and the Chaplin School.
This solicitation generated a $1.25 million gift to FIU from Café Bustelo and Pilón, subsidiaries of The J.M. Smucker Company. Funds will support student scholarships, the development of new curricula and master classes at the Chaplin School that examine the coffee industry, and the mission and future construction of FIU CasaCuba. As part of the partnership, Café Bustelo will sponsor in-person and virtual events at FIU CasaCuba, highlighting the rich Cuban legacy in the coffee industry."
From the Judges
Wow--what a fun and creative piece. The university knew their audience and found a way, with very minimal budget, to create something that was memorable and effective.
