Canned Goodies

Hundreds of people wedged into Gotham Hall for Heatherette's show on Tuesday evening, an event that included the label's typically eccentric and colorful display with catwalk appearances from Jenna Jameson and Amanda Lepore. But before Lil' Mama opened the show with an enthusiastic rendition of her hit "Lip Gloss," guests in the front row found a gift from sponsor Cafe Bustelo. As part of an effort to target a younger, coffee-savvy market with its new canned espresso, Bustelo Cool, the company filled large cans with fun items like espresso cups and branded T-shirts.

The rebranding strategy, organized by BMF Media, includes positioning the product at events such as the MTV Video Music Awards (in Rolling Stone's Star Lounge and in the official VMA gift bags) and Lollapalooza (in another lounge), as well as the Austin City Limits Music Festival.