Casanova//McCann’s “The Last of the Non-Cafecito Lovers” for Coffee mate didn’t just tap into Hispanic culture—it flipped it. Instead of leaning on the expected coffee love story, the campaign centered on the ultimate plot twist: a proud Latino who doesn’t like coffee.

That “anti-influencer” move wasn’t just bold—it was brilliant.

By partnering with Xolo Maridueña and surrounding him with passionate cafecito creators, the campaign sparked a wave of cultural conversation. Fans didn’t just watch—they jumped in, sharing recipes, reactions, and encouragement as Xolo’s journey unfolded. The result? A social-first story that felt authentic, insider, and impossible to ignore.

And the business impact matched the buzz:

• +$5.6M in sales in just 6 weeks
• Household penetration increased 1.7 points
• Engagement and views outperforming influencer benchmarks by over 150%

The takeaway for marketers:
Don’t just show up in culture—play with it. The most powerful insights aren’t always obvious. Sometimes, they’re hiding in the tension and the contradiction.