Café Pelé & Estadão

With an unusual digital packaging and in partnership with the second largest newspaper in the country, O Estado de S. Paulo, Café Pelé packed 5,000 vacuum coffee packages with the cover of the daily newspaper and on the same day placed them on gondolas in main supermarkets in São Paulo, showing that their product is fresh and packaged
every day.

“The newspaper's cover has always been used as the main time reference. Based on this habit, we show in a creative and authentic way that Café Pelé is proven to be fresh, as it is packed daily. ”
Felipe Luchi, CCO of Lew’Lara \ TBWA.