>>> Pilão + Stranger Things
November, 2025.
Stranger Things' season 5 launch.
In the weeks leading up to the series premiere, no other topic generated more mentions on social media. Everyone was buzzing with excitement and counting down to the release.
But how could a Brazilian coffee brand join the conversation?
Opportunity 01
The first opportunity was the most obvious one—and it came from the release date and time: November 25, a Tuesday, at 10 p.m. Knowing they would stay up all night binge-watching every episode, many fans were already thinking about the morning after.
Opportunity 02
While Opportunity 01 was based on a genuine insight, it could have been leveraged by any coffee brand. We still needed something that Pilão could truly own.
Pilão is known as “Brazil’s strong coffee.” And that led us to the idea that allowed the brand to hijack the conversation: everyone was talking about #StrangerThings, but to binge-watch the series and still be standing the next day, people would need our #StrongerThings. By changing just one letter, we joined the conversation and caught the attention of the show’s fans.
The post didn’t stay up for long. It attracted so much attention that a competing coffee brand filed a complaint with CONAR, leading to its removal—but not before people fell in love with our #StrongerThings.
The coupon gave fans of the series an exclusive 30% discount, so they could binge-watch to their heart’s content.
>>> Tim + Memphis Depay
March, 2026.
Corinthians vs. Flamengo. Brazilian Championship.
Subbed off, Memphis Depay — one of Brazil’s biggest stars — grabbed his phone on the bench.
So we dropped this video to join the conversation and spark buzz around our brand.
>>> Pilão + Chuck Norris
March, 26th, 2026.
The day the legend, Chuck Norris, died.
Since we are talking about a man that is world-renowned as a synonym for unshakeable strenght, we saw an opportunity for Pilão (Brail's strong coffee) to hack the conversation and take the stage.
>>> Pilão vs "vai, Brasa”
April, 2026.
Nike lauches Brazilian Soccer team new jersey for the world cup, with a badge that got everyone's attention: go, "Brasa" (instead of “Brasil").
As one of the most iconic Brazilian Brands, Pilão had to take a position and join the debate. So we did.
>>> Galbani + Carlo Ancelotti
July, 2025.
Brazil names Carlo Ancelotti new men’s national team head coach. The first foreigner to serve as head coach of the Brazilian squad. A lot of people liked it. A few were disappointed. We saw an opportunity for Galbani, Italy’s number one cheese brand, which had recently entered the Brazilian market.
And since we are also Italian and we arrived earlier in Brazil, we decided to write our fellow Italian a letter with a few words of advice.
Letter in English:
Dear Carletto,
Brazil is now your home.
But don’t worry—you won’t feel like a stranger. Quite the opposite. Here, you’ll recognize so much of our Italy: the warmth that welcomes you, the passion pulsing through the streets, the aroma of coffee and wine, families gathered around the table… and, of course, the unmistakable taste of our cheese.
It was the same for me. I, too, arrived with the Italian spirit in my heart and found a new home in this country—a place with which we share so much.
Welcome to Brazil. May you feel truly at home here.
And whenever you miss Italy, remember: Italy’s number one cheese is never far away.
Galbani. The true taste of Italy.
Letter in Portuguese:
Caro Carleto,
O Brasil agora é sua casa.
Mas não se preocupe, você não vai se sentir um estranho, muito pelo contrário. Aqui, vai reconhecer muito da nossa Itália: o calor que acolhe, a paixão que pulsa nas ruas, o aroma do café e do vinho, a presença da família reunida à mesa… e, claro, o sabor inconfundível do nosso queijo.
Foi assim comigo, também trouxe a alma italiana no coração e encontrei neste país um novo lar, cheio de afinidades.
Seja bem-vindo ao Brasil. Que você se sinta completo por aqui.
E quando bater a saudade, lembre-se: o queijo número 1 da Itália também está por perto.
Galbani. A verdadeira culinaria italiana.
When something that is trending presents a great opportunity to one of the brands you're working for, you have to be fast and not let it slip.
By changing just one letter, we joined the conversation and caught the attention of the show’s fans.
Brazilian news channels covering Memphis’ actions.
How TIM joined the conversation, sparking buzz to the brand
Pilão's video ad about Chuck's death. But let's be clear: he didn't die. He just gave life permission to go on without him.
That's how Pilão – the strong coffee from Brasil (not from "Brasa”) – joined the debate.
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