Cafe Pele Digital, DM, Case study Front page pack by Lew'Lara\TBWA Sao Paulo

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Industry Coffee, Tea, Breakfast Drinks
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Sthefan Ko
Art Director Fabio Santoro
Copywriter Andre Pallu
Production Dinamo Filmes
Director Pimenta Marcell
Released March 2016

Awards

Cannes Lions 2016
Media Sectors: Food & Drinks Bronze Lion

Credits & Description

Brand: Cia Cacique De Café Soluvel
Country: Brazil
Advertising Agency: Lewlara\Tbwa, São Paulo
Entrant Company: Lewlara\Tbwa, São Paulo
Media Agency: Lewlara\Tbwa, São Paulo
Pr Agency: Giusti Comunicação Integrada, São Paulo
Production Company: Dinamo Filmes, São Paulo
Additional Company: Dinamo Filmes, São Paulo
Art Buyer: Ale Sarilho (Lewlara\Tbwa)
Copywriter: André Pallú (Lewlara\Tbwa)
Media Team: Suellen Kiss (Lewlara\Tbwa)
Art Buyer: Caio Lobo (Lewlara\Tbwa)
Film Production Company: Dinamo (Dinamo)
Media Team: Fabian Mattua (Lewlara\Tbwa)
Art Director: Fábio Santoro (Lewlara\Tbwa)
Production Team: Alexandro Coelho (Lewlara\Tbwa)
Media Team: Amanda Moura (Lewlara\Tbwa)
Planning Team: Luciana Mussato (Lewlara\Tbwa)
Vice President Of Media And Operations: Luiz Ritton (Lewlara\Tbwa)
Account Team: Maira Bandeira (Lewlara\Tbwa)
Tv Producer: Angela Felicio (Lewlara\Tbwa)
Media Team: Caroline Romano (Lewlara\Tbwa)
Production Team: Marcos Pedra (Lewlara\Tbwa)
Vice President Of Planning: Renata Davila (Lewlara\Tbwa)
Client: Tatiana Godoi (Cia Cacique De Café Soluvel)
Cco: Felipe Luchi (Lewlara\Tbwa)
Media Team: Eduardo Shinohara (Lewlara\Tbwa)
Client: Rodrigo França (Cia Cacique De Café Soluvel)
Art Buyer: Sabino (Lewlara\Tbwa)
Account Team: Mariana Caruso (Lewlara\Tbwa)
Creative Director: Sthefan Ko (Lewlara\Tbwa)
Account Team: Valentina Ursini (Lewlara\Tbwa)
Media Team: André Magalhães (Lewlara\Tbwa)
Creative Director: Gustavo Diehl (Lewlara\Tbwa)
Planning Team: Murilo Chagas (Lewlara\Tbwa)
Tv Producer: Luzia Oliveira (Lewlara\Tbwa)
Planning Team: Maria Fernanda Haddad (Lewlara\Tbwa)
Social Media: Nancy Sestini (Lewlara\Tbwa)
Film Director: Pimenta Marcell (Dinamo)
Sound Production: Punch Audio (Punch Audio)
Photographer: Sergio Bronze (Sergio Bronze)
Strategy:
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.
Campaign Description:
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.
Execution:
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.
Outcome:
-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.
Synopsis:
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.