Kaiser beer, after being one of Brazil’s market leaders, saw its sales drop and embittered after a period of almost 10 years of disregard and rejection. To revert this scenario, a sequence of 'real' and 'advertising' facts were planned, that together made Kaiser be requested once more in Brazil’s bars.

While the biggest blind test in the history was being carried out to recover Kaiser’s product credibility, the launch of a rumor 'brand' ended spontaneously, stamping the cover of the main magazines, sites and Brazilian TV gossip programs. This 'made up reality' was later rolled out in an ad campaign, which related the Kaiser character to the wish of every Brazilian beer drinker. And these wishes were fulfilled: in a concrete and unusual manner on Kaiser’s beer caps.