To prove that Café Pelé is fresh because it is packed daily, we used the principle reference of time: the front page of the newspaper.

So Café Pelé printed the front page of the day's newspaper on the package.

In partnership with the country's second largest newspaper, the agency's designer received the front page in advance in order to create the new package.

The new design went to the packaging printer. In a few hours, it was on the production line at the Café Pelé factory.

In the morning, the newspaper was at newsstands and the package was on supermarket shelves. The news soon spread: Café Pelé proves that it's fresh.

As soon as the front page of the newspaper was finalized, the file was sent to a designer who was ready and waiting. An hour later, the design of the new package was already at the printers. Before sunrise, more than 5,000 packages of coffee were coming off the production lines and heading to the points of sale. While the newspaper arrived on news, the Café Pelé Front Page Pack arrived on supermarket shelves. That is how the front page of the country's second largest newspaper was turned into packages to prove that Café Pelé is fresh.

- 948,000 people impacted with a frequency of 2.3x

- Average engagement of publications of the page was 72% above average

- Average reach of the page was 149% above average

- 100,000 interactions on Facebook in three days

- Approximately 400% increase in sales.

- More than 5,000 packages

- More than 2.5 tons of Café Pelé proven to be fresh.

- More than US$ 115,000 of free media.