They say that Brazilian people like to queue or stay in line. For them "whatever is good always has a line of people." We decided to try adding another passion of Brazil: coffee. Following the concept "Worth Waiting", we set up closed islands in supermarkets, with the message: "Space Reserved for PILÃO SPECIAL HARVEST ". To start the queue, we hired extra people. And hoped to see what happened.

Lines or queues in 3 supermarkets, calling the attention of 16,500 people on the launch day. But only the people who loved coffee went to the line. In addition to the extras, of course.