When in the company of friends drinking draft beer, only two thingscan draw the attention of Brazilian males: soccer and women. So, how to attract their attention to talk about air conditioning? Impossible? Not with a little creativity. Every draft beer comes with its coaster, and there’s the solution: to put our message on coasters; “Only your glass should sweat in the summer. Change the weather. Turn on a Consul”

With an investment of only US$4,500, Consul reached an all-time high in air conditioning sales in the summer of 2007, especially in large state capitals such as Sao Paulo and Rio Janeiro. In short: every client’s dream: low investment, high returns.