Athlete Neymar Jr. stars in Pilão’s new “Abre&Fecha” packaging campaign.
Neymar Jr., who has been taking the world by storm alongside Pilão since early 2018, is the star of the campaign showcasing the new “Abre&Fecha” packaging for the brand’s line of roasted and ground coffee. The commercial, produced by J. Walter Thompson (JWT), will air starting August 15 on free-to-air TV channels in the Greater São Paulo area and in the state of Rio de Janeiro.
Pilão, which continues its tradition of always introducing innovations, is launching a “Open & Close” packaging system that features a zipper to preserve the coffee’s quality for longer. The packaging further protects the aroma and flavor of Pilão, Brazil’s strong coffee.
https://www.youtube.com/watch?v=29__AySo_O8
In the film, Neymar Jr. highlights the convenience of the packaging, which also features a more durable design and allows the product to be stored upright, without the consumer having to transfer the coffee to a jar.
This new product is the result of market research that identified consumers’ receptiveness to this format. The product is available at major supermarkets nationwide in the Traditional (500g and 250g) and Extra Strong (500g) versions.
“The technology we’ve incorporated into this product further reinforces our commitment to quality. Abre&Fecha makes the experience of enjoying a cup of Pilão coffee even more memorable and flavorful,” explains Débora Bertolozzi, Marketing Manager at JDE Brazil.
Credits:
About Pilão – Made with beans specially selected to create a strong, full-bodied flavor, Pilão—“Brazil’s strong coffee”—is the market-leading brand that best appeals to Brazilian consumers’ palates. Produced by JACOBS DOUWE EGBERTS (JDE), a global coffee company headquartered in the Netherlands, serving consumers in more than 120 countries across Europe, Latin America, and the Asia-Pacific region, and ranking first or second in 28 countries. Our promise—“A coffee for every cup.”
Press Release – Pilão:
Deise Ramos – (11) 2898-7453 – deise.ramos@xcom.net.br
Glauber Canovas – (11) 2898-7455 – glauber.canovas@xcom.net.br
Alexandre Tsuneta – (11) 2898-7480 – alexandre.tsuneta@xcom.net.br
