Café Pelé

Café Pelé.

Partnership: Newspaper O Estado de São Paulo

Agency: Lew’LaraTBWA

Printing Run: 5 thousand packages

Production: HP Indigo 20000 Digital Printer

A partnership between Café Pelé and the newspaper O Estado de São Paulo surprised consumers of Supermercados Mambo. In an unprecedented action coordinated by the agency Lew’LaraTBWA: Café Pelé’s packaging contained the neswpaper cover with the headlines of the day.

The 5,000 vacuum coffee packages were produced by Camargo Cia de Embalagens on an HP Indigo 20000 digital printer. On the same day of printing, the packaging was in the market gondola shelving.

As explained by the Lew’LaraTBWA CCO, Felipe Luchi, the newspaper cover has always been used as the main reference of time and, based on this habit, it has been shown, creatively and authentically, that Café Pelé is undoubtedly fresh since it is packed daily.

The logistics operation so that everything happened without delays was thoroughly respected by all those involved, starting with Camargo Cia de Embalagens, which, upon  receiving the art of the closed edition of the newspaper, strictly complied with the printing deadlines, and in just over three hours, finished the packages that were sent to Café Pelé plant in Baueri (SP), where the packaging took place and from there, they went to the gondola shelving of Supermercado Mambo.

Through the action carried out by Café Pelé, it is possible to understand the importance and technical feasibility of digital printing with the same safety of a package with conventional printing.

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