Almost everyone, since they were children, has listened to “bed-time stories”. And to show that 3Corações Extra Strong Coffee can keep anyone awake, we created a book full of “Awake-Time Stories”. A horror book, with 16 original, macabre stories, printed on detachable coffee filters, which, when boiling water is added, dissolves the stories into a serving of extra strong coffee.

“Stay-Awake Time Stories" is an almost completely artisanal book. It was produced using the same proportions as that of a coffee filter; instead of normal pages, it used detachable 3Corações brand filters, just like those sold in supermarkets. The difference is that printed on the front and back of each filter is an original, unique, macabre story, written specially for this book. There are 16 stories, printed using a coffee-based dye, which dissolves when it comes into contact with boiling water. This gave consumers the unique experience of turning every story they read into an individual serving of 3Corações Extra Strong Coffee to drink and stay awake.

All copies of the first edition sold out in less than a week; each book successfully created relationships between the brand and the public. Especially as opinion leaders continued to talk about the book on their social networks. It provided consumers with a unique experience: the innovative way of making contact with the product, the surprise of being impacted with an unexpected point of sale, and the artistic and literary quality of the product itself. Now, we’re working to launch the second edition with an even greater number of copies, and also some new stories, including some sent in by consumers themselves.

The book, “Stay-Awake Time Stories”, is relevant because it is extraordinarily innovative for a brand of coffee to reach customers in such an unusual way and in a location so unexpected: Bookstores. This impact becomes even greater as the consumer is involved with the brand for an elongated period of time. In addition to reading the scary stories on the coffee filters, they can pour boiling water onto the page and, with their own eyes, watch the story turn into a perfect cup of 3Corações Extra Strong Coffee.

Our out of the ordinary strategy was to take a product normally purchased in supermarkets and put it into an unusual location: Bookstores. Stay-Awake Time Stories was sold in Fnac chain stores and placed on the shelves with the other books. But, what really gave us an advantage was the unique layout; shaping the book like a coffee filter was a very attractive way to grab the attention of the public. The book was also sent to opinion leaders, who used their social networks to talk about unusual idea and its terrifying stories. Also, the book was also as a premium gift promotion at the point of sale. Transforming a simple coffee filter into a literary experience was the trump card that, surprisingly, reached audiences from different classes and ages.

Brazil is one of the world's largest consumers of coffee. And "staying awake" is one of the main reasons given at the time of purchase. 3Corações, one of the country's largest coffee brands, knows how to work well in this area. And, to boost their variety of extra strong coffee and stand out from their competitors, we created a new way to start a conversation with consumers, avoiding the traps of conventional mediums, where there is little customer involvement. With this, we believe we have taken an incredible step in evolving the brand-client relationship, generating content and a new experience for consumers.