Café Pelé's coffee is so fresh they packed it in the daily newspaper

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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Anonymous Adgrunt's picture
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David Felton's picture

Coffee with a newspaper? See you later! That's right. Café Hag.

Dabitch's picture

Damn you!