Local Publicist Asks Miami to Boycott Cafe Bustelo
Avid fans of the 3:05 Cafecito movement are boycotting Café Bustelo.
The founder and principal of the Miami public relations firm JLPR, publicist JennyLee Molina, says the popular coffee company Café Bustelo, owned by the J.M. Smucker Company, has been plagiarizing her brand 3:05 Cafecito. Molina and JLPR created the 3:05 Cafecito movement in 2012, designated as the city’s official coffee break time. It unites the Cuban community and its coffee culture with the melting pot of Miamians who’ve come to love it. The megacorporation owns a plethora of brands, including Bustelo, Smucker’s Jam, Folger’s, and Café Pilon.
Molina first heard of the company using her 3:05 Cafecito trademark over the summer when friends and bloggers began congratulating her on the “partnership” with Bustelo. To her surprise, the company had been creating a series of pop-up activations in cities such as New York, Los Angeles, and Chicago where free coffee was distributed at 3:05 p.m., with signs depicting “305” and “cafecito time” held by attendees.
Molina says Bustelo is diluting her brand and making it unprofitable for her.
Miami’s official coffee time is 3:05 p.m., recognized by Miami Mayor Tomás Regalado in a campaign Molina spearheaded.