To prove that Café Pelé is packed every day, the most iconic time reference was used: the front page of the newspaper.

The day's newspaper front page was printed on the packages of the coffee itself, to prove that it is packed daily. The distribution at the PoS and a totem with the newspapers placed next to the product ensured that consumers of the product were impacted by the idea.

We modified the production process for the package at the client's factory, to use the newspaper as a reference of time, printing the next day's front page on 5,000 laminated packages of Café Pelé. To prove this, copies of the newspaper were distributed and placed near the shelves at the PoS. The action took place in São Paulo, but was enhanced by digital media at the national level through social media.

After completing the entire action, in the same issue of the newspaper, we ran an ad (finalized in a special scheme before the edition was locked in) announcing that for the first time, a brand transformed the front page of one of the country's most important newspapers into a package. And as proof, we also included the front page of the ad in package form, with all the contour cutting details for printing.

- 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.

To prove Café Pelé's freshness, we did an action that featured the real front page of one of the country's most influential newspapers, O Estado de São Paulo, printed on its package. Readers and consumers were surprised by a Café Pelé package that featured the front page of that day's newspaper printed on it, showing that the product, since it is packed daily, offers a coffee as fresh as the day's news.

After identifying many sales variations for the product, we identified that there was a cross-section of the clusters that were not served. We needed to recover the perception of quality for the AB public and prove that the coffee on the shelves has as much quality as that at coffee shops (for this audience, the product aspects are much more important than for class C, currently being worked with in the media).

The choice of the O Estado de São Paulo newspaper was made because we needed an outlet with utmost credibility and high affinity to help us with this recovery in the perception of quality.

The gourmet phenomenon has come even to coffee. The product offered at coffee shops has become the benchmark of quality and freshness, while the traditional coffee sold at the supermarket is seen as something industrialized. However, people need to know that Café Pelé is a different product. It is fresh because it is packed daily. Our challenge was to prove to people that Café Pelé is packed daily. We needed this to be publicized through an action that would confer credibility and needed it to be possible to prove the information, with the same value of as a printed document.