In the second part of 2002, the packaging of the soluble coffee product, by Real Café went through a renewal and the two-gram sachet was launched. It was necessary that the consumer should notice such a renewal, which made the brand younger, more attractive and more accessible, and that, at the same time, it should meet the new option to which it was being introduced. Just like the size of the new packaging, the budget for its launch was reduced. Our goal was to reach a percentage of our target, making the new packaging familiar and creating the greatest possible impact with a low frequency.

The team had a great challenge before it, which consisted of making an impact in the launching of the client's new packaging, but on a reduced budget. We decided to produce only one very impactful and creative ad, creating a great surprise and amplifying receptivity, to achieve support later with smaller ads.

Most people have the habit of reading the paper in the morning, while having breakfast, especially on Sundays. We created an unusual situation: as they were reading the paper, many people were under the impression that someone else had already read their paper before them and had stained it while drinking coffee. The results of such a strategy corresponded to a 10% rise in the sales, verified by the client after the ad was published, and, besides, we reached the intended recall.