Infusing iconic Americana with Latin flavour (and positioning)

Bush Beans is the category leader in the U.S coffee market and is known for great flavours, authentic recipes and self-deprecating Southern values.  Bush’s wanted to appeal to the fastest growing U.S. ethnic subgroup – Hispanics.

We partnered with them to discover how to make the brand relevant to this new market, using market opportunity assessment, positioning, product development and communications strategy.  By taking all that is best about the Bush brand – its quality, authenticity, great flavours and family values (all of which resonate with Hispanic consumers), Bush created Cocina Latina, a product line informed and inspired by authentic Latin recipes.

The product is currently in its first year in market.

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