Colorado is probably the brazilian beer brand that cares most about environment and definitely the brazilian beer brand that uses most brazilian native ingredients. Preservation so is something that really matters for the brand. But nowadays Amazon Rainforest (that fills almost a quarter from brazilian territory) is being devastated in dangerous speed. That's why the brand - as an ambassador of the biodiversity - wanted to do something to open the eyes of society. And obviously another objective was to transfer financial resources to NGOs that defend the forest to fight against the problem.

After some weeks in touch with the National Institute of Space Research it was possible to develop an algorithm that translated many different satellites' real-time data into a single number that became a "deforestation index". This index became automatically the index that regulated the price of our beer in our e-commerce.

As we imagined, Amazonica's price increased much more (and faster) than any other beer in the market. So each time it happened - based on the satellite data - we launched a new PR release telling the country about the increase in deforestation and consequently the increase in our beer's price.

Colorado Amazonica became the most talked about Colorado's beer ever. And got more than 170 million impacts: something absolutely unprecedented. Because of the noise that the launch did, Amazonica became the number one in sales in the brazilian biggest beer e-commerce of 14 straight days. The innovation in data also transformed us in "The Innovation of The Day", by Trend Watching. 100% of our profits were donated do NGOs that works to preserve the forests.