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January 2008
Mineirinho Zero:  Empty
Mineirinho Zero Ambient Ad -  Empty


Ambient advertisement created by PS10, Brazil for Mineirinho Zero, within the category: Non-Alcoholic Drinks.

Advertising Agency: PS10, Rio de Janeiro, Brazil
Creative Directors: Digo Souto
Art Directors: Digo Souto, André Belaggio
Copywriter: Bruno Corrêa
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Highest Rated

malditocoelho's picture

If I like to drink coffee with sugar and no sugar soda it´s my business. This is a cool idea. Didn´t like? Make better.

Activity Score 5
Kateter's picture

so what?

Activity Score 2029
Ant's picture


Activity Score 64
Art Director
Wordnerd's picture

wow.. :P

Activity Score 6690
Ant's picture

so the ants took the sugar away?

Activity Score 64
Art Director
mrtalented's picture


Activity Score 2171
Creative Director
Alistair C.'s picture

if i see them , i think they are garbage left from other customers and waiters are not doing their jobs to clean-up. i would never pick up what appears to be used packaging.

Alistair C.
Activity Score 692
crisis's picture

They don't look like garbage. They look like any other sugar packet. You rip one open, try to pour it in your drink and nothing comes out. Then you look a little closer, see the logo and maybe smile. I think it's cool.

Activity Score 187
Eyot's picture

If only that were the case. I bet 99% of people who picked up the empty packet would realize it's empty (it has no weight), get pissed off, crumple it and throw it away before they ever looked at the logo.

Even worse, if ALL the packets on the table were empty, you'd piss off the customers. They'd then call over the waiter to complain. After the waiter apologizes, loses their tip and goes and brings the real sugar, people will realize just how much they LIKE sugar in their drinks.

Let's face it, people don't add sugar to soda. They add sugar to coffee and tea and the like. The whole campaign is targetting the wrong people with a message they won't get. LAME.

Activity Score 50
malditocoelho's picture

If I like to drink coffee with sugar and no sugar soda it´s my business. This is a cool idea. Didn´t like? Make better.

Activity Score 5
crisis's picture

I think the weightlessness would add to the curiosity factor, but I agree that coffee drinkers are not the best target. It's still worth executing for a low price.

Activity Score 187
dcgroppo's picture

This is incredible, i can believe it!!! OMFG awesome, impressive stuff!!!


Activity Score 239
getconnected2001's picture

Someone please make me understand :P

Indian Ads Update!
Amit Singh

Activity Score 987
Art Director at New Delhi
Tripioso's picture

Ohhh please! Dou they really think If I want to add sugar at my bitter coffee and only find emty sugar sachets, I will be impressed?

Activity Score 470
Art Director at Grupo Wisa |

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consolidated.db's picture

what the fuck is the idea?

Activity Score 545
Copywriter at Ad Land
ivanlim's picture

I think this idea is fundamentally flawed.

Not because of the reasons given by those above me (though some of the reasons are very, very plausible).

The most fundamental flaw would be:

People who add sugar to their drinks essentially want... SUGAR.
They want it sweet.

So, if they like their drinks sweet, how will this 'no sugar' soda even appeal to them?

Think about it.

And yes, I like my coffee with one pack full of sugar.

Activity Score 202
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