It was distributed throughout newsstands as a gift for customers. In addition to the impact caused by the piece, the target audience was reached at the point of sale, generating in many cases immediate sales of the product.The originality of the action helped the brand to shine through a segment lacking innovation and where the points of sale are visually polluted in Brazil.

“One Real Piggy Bank” was distributed throughout hundreds of newsstands, bringing brand and trade’s relationship closer. As it was a unique gift, Raspadinha do Rio’s brand was also taken into thousands of homes. The gift was so successful that its first lot ran out in a fresh and a new batch of more than 15.000 units was necessary. Besides, we could demonstrate in a clear and objective way, that with Raspadinha do Rio, people only need one Real to change their lives.