Every international brand started to promote the World Cup, claiming the football passion. El Chana Coffee, one of the most traditional brands of Uruguay, created a promo that linked perfectly with people sensitivity: El Chana takes you Anywhere but Germany.

In a time of Coffee prices growing up, this promo increases sales over 10 %. It also put El Chaná brand in the word of mouth... every uruguayan started to joke about the promo and felt that El Chana was the only brand that comprehended their feelings.