The objective of this article is to analyze the effectiveness of a creativity technique in generating ideas for beverage companies. To reach the proposed objective, an exploratory and descriptive research on creativity was developed, covering the creative process, the techniques of creativity and techniques selection methods. The application of the case study generated ideas that were classified: Product Development and Packaging; Production Process; And Organizational Management. In the company of Water's Coconut, the ideas resulted in the elaboration of a new coconut water filling machine and in a new packaging aimed at a specific audience, as well as the process improvement and management ideas elaborated by the teams. In the Milk Drink company, the ideas covered the creation of a new sector in the company, development of a new line of products and new flavors. The results showed that the use of a creative technique made the employees discuss and generate solutions for products and processes, starting the Product Pre-Development phase through the generation of ideas.