Scherer is known for prolific tweeting, appearances on Brazil's most popular late-night talk show and squeezing into the subway for morning commutes.
Brazil's best hope to supply the next pontiff is increasingly being touted as one of the top overall contenders.
At the relatively young age of 63, he enthusiastically embraces all new methods for reaching believers, while staying true to a conservative line of Roman Catholic doctrine and hardline positions on social issues such as rejection of same-sex marriage.
Scherer joined Twitter in 2011 and in his second tweet said: "If Jesus preached the gospel today, he would also use print media, radio, TV, the Internet and Twitter. Give Him a chance!"
Scherer became the Sao Paulo archbishop in 2007 and was named a cardinal later the same year.