He was the one who invented Lavazza’s Caballero character for Paulista coffee, a brand created to conquer the market of grocery stores and coffee-shops, and the star of unforgettable catchphrases such as “Carmencita, my love, turn off the gas and come with me.”
 
The association with the Testa Agency has continued even today, and in TV ads coffee goes to Heaven, after years of being promoted by a testimonial like Nino Manfredi and his “The more you drink, the more it picks you up.”