Because of the innovative use of real-time data to make people from a whole country understand the size of the problem that is happening inside Amazon Rainforest. Another important point is the fact that Colorado didn't have shame to increase its own price as a way to translate all this complex data into something everyone could understand.

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.

In the month that the fires broke a new record, the brand launched Colorado Amazônica: a beer made of local ingredients and from local producers. But its price is directly connected to the satellites from the National Institute of Space Research, that covers the whole Amazonia's territory. The smaller the forest, the bigger the price. In our e-commerce it was possible to watch the price increasing in real time.

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.

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.

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.