WYcreative has developed the packaging and launch campaign for Pleno’s new can format, created to bring the brand’s flavour and freshness to more places and moments throughout the day, under the concept “Sabor e frescura em qualquer lugar? Que lata!”.

More practical and easier to carry, the new format allows Pleno to naturally enter more on-the-go consumption occasions and connect with a younger generation. Whether on the street, at the beach, at work, between classes or at a festival, the new can creates new opportunities to enjoy Pleno while preserving the flavour, fruit, naturalness and freshness that are central to the brand.

It was precisely this product innovation that became the starting point for WYcreative’s creative approach. The concept “Sabor e frescura em qualquer lugar? Que lata!” plays with the double meaning of the Portuguese word “lata”, turning the new format into a creative opportunity and giving the campaign a more direct, relaxed and irreverent tone.

From packaging to the launch campaign, the creative approach reflects the product’s evolution and Pleno’s ambition to be part of new consumption occasions. The can becomes more than a new format: it becomes the starting point for a new attitude from the brand — more spontaneous, practical and ready to go anywhere.

“This project presented a particularly interesting challenge: more than designing a new package, we were helping Pleno create new consumption occasions. Because wanting to bring flavour and freshness everywhere requires a certain degree of boldness. Or, in this case, a can. From there, the idea came very naturally: ‘Que lata!’. A simple and playful expression that stems from the new format and captures the more spontaneous attitude it brings to the brand,” explains Carlos Pontes, Creative Director at WYcreative.

With its new can format, Pleno opens the door to new consumption occasions and gives a new dimension to the concept “Sabor e frescura em qualquer lugar? Que lata!”.