To show that your product is packed every day and is so fresh Café Pelé had a brilliant idea, they simply packed their coffee in the daily newspaper.

During the wee hours when the newspaper was created, about 5000 packages were sealed vacuum with the cover of O Estado de S. Paulo . The next day these packages could be displayed on supermarket shelves next to copies of the newspaper. The message on the stopper said: "As you can see, this cafe was packed today" . Very clever stunt that I'm not sure you could do anywhere but in Brazil.

ad agency: Lew’Lara\TBWA.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.