Named after the greatest Brazilian soccer player Pelé, Café Pele has become a huge success among the most popular coffee brands worldwide. Aiming at becoming a leading brand and international reference to the coffee business, Cia. Cacique, through its founder Horácio Sabino Coimbra, created the brand Café Pelé (The King of Coffee), which is sold to more than 50 countries around the globe.
Two campaign proposals were made: one was to offer a scholarship or a house renovation for the people drawn, as well as several gifts; and the other presented new packaging for the products, highlighting the same unmistakable flavor of Café Pelé.
Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Director — Paula Peres
Agency – Dez Comunicação
Date – 2014