Brazilian coffee company Café Pele was aware of the stigma around coffee sold in stores not being as fresh as coffee shops.
To change this perception, Café Pele printed that morning’s front-page newspaper headlines on their packaging and distributed copies of the newspaper and packaged coffee to city dwellers.
The coffee was also displayed in stores with a sign saying ‘this coffee was vacuum packed this morning. Here’s the proof.’
The campaign saw a 400% jump in coffee sales. Nearly one million people interacted with the campaign, with 100K+ interactions on Facebook.
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