Guaraná Antarctica: She can

Guaraná Antarctica, a garaná-flavoured soft drink, increased sales and brand value in Brazil by presenting its brand as a media placement for joining the fight against gender inequality in football.

Objectives

The campaign had a few objectives.

  1. To activate our longtime sponsorship of women's football in a year when the pandemic hit and stadiums were empty, generating consumer engagement with our brand.
  2. To have a meaningful impact on the way consumers see women's football, raising awareness around the category issues with a powerful message.
  3. Improve consumers' perception of our brand and its relationship with socially-relevant issues, raising the brand's health metrics.
  4. Develop a long term relationship with other brands revolving around women's football, subsequently raising our sales through the connection fans developed with our can.

Summary of the work

Brazil...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands