Besides taste, one of the main reasons that people like to drink good coffee, is for the effect of the caffeine. Staying awake in tiring or boring/dull situations is one of the benefits of strong coffee. It's a differential which is known everywhere in the world. With this in mind, we created a campaign that shows how Café Pelé Extra Strength helps you stay awake in situations that make you sleepy.

Café Pelé needed to regain its image among consumers and stand out from the competition. Our message was clear; "The strong coffee you need to make it through the day". However we knew that more than just a catchy slogan was needed to put us ahead in the POS fight.

We decided then to prove that our premise was real by reducing our campaign into a simple act: the yawn.

The billboard, which showed people yawning, had the objective of causing a chain reaction and create a yawning epidemic.

A motion sensor was places so that whenever someone got close, the video began to play.Then, the slogan was revealed: Did you yawn? Time for coffee. Café Pelé.

Next, our promoters would serve a cup of coffee to whoever had yawned. The promotion ran as planned. It lasted 3 days and took place in a São Paulo subway station.

Over the three days of the campaign (April 11, 12 and 13, 2015) 106,536 people were impacted at the subway station in São Paulo. We were able not only to expose them to Café Pelé, but also established a link between behavior and our brand. Yawned? Café Pele.

3 days of campaign

106.536 people impacted

1800 cups of coffee served