There is only one way to drink Brazilian coffee according to the Pingada Porcelain Cups campaign. While some people might assume they have to dance as they drink due to the passionate images, it is the coffee cups that are the true stars of this show. The coffee beans are simply rejoicing at the thought of being placed with their ceramic embraces.
Conceived and executed by 433 AG, an ad agency based in Curitiba, Brazil, the Pingada Porcelain Cups campaign reads, "The Brazilian way to drink coffee. Pingada, porcelain cups." Art directed by Ivaldo Ferreira and Sômolo Silvestre Salvador with creative direction by Bud Distefano, the ad campaign was illustrated by Gustavo Santos Silva. Fun and playful, a person will never make the mistake of drinking out of another cup again.
Key Themes Behind This Trend
- Brand Characterization Advertising
- Creating ads with a focus on the products often creates limited appeal. By creating a character for the product, the brand can establish a compelling and lovable persona.
- Culturally-influenced Marketing
- Designing advertisements that incorporate unique cultural elements can make the ad stand out and evoke different emotions.
- Product-styling Advertising
- Designing campaigns that highlight the design and styling of a product can help differentiate it from similar products in the market.
Where This Applies
- Advertising
- Advertising agencies must learn to create ads that emphasize both the attributes of the product and the unique stories behind it to ensure that the ad resonates with the customer.
- FMCG
- Fast Moving Consumer Goods companies should focus on designing ads that emphasize the uniqueness of their products and depict the product in an engaging way.
- Consumer Kitchenware Industry
- Creating consumer kitchenware products that capture the cultural essence of where the product originated from could lead to a greater appeal and fan base for the product.
