To differentiate in such highly competitive market, with more than 2,300 coffee brands in Brazil, where price is the most important driver in the purchasing process, it was necessary to develop an outstanding idea.But how can we develop the brand Pilão throughout the country offering free trial of the whole Pilão Coffee product line? Using 2 trucks transformed in cafeterias throughout Brazil promoting different activities.

Results:- More than 1 million were directly influenced.- Average sales increase of more than 150%.- More than 50 tons of food collected to 42 social aid institutions.- 30 media vehicles published the action for free.