The Brazilian has a unique way of rooting for the Seleção. Whether at the barbecue with friends, meeting at home with the family or watching the game anywhere, Guaraná Antarctica is the brand that has been with Brazilians for over 100 years and that understands the fans. And that’s why it became the official sponsor brand of Brazilian fans.
To reinforce all this Brazilianness and create an even more genuine connection with football fans, Guaraná Antarctica, an Ambev brand, presents the commemorative cans with the most famous Canarinho in that country. Developed by Soko agency and Ambev’s Innovation team, there are five collectible models featuring the official mascot of the Brazilian National Team in celebratory poses after hearing the shout of a goal.
The can that is the face of the fan and brings the official mascot of the Brazilian team is part of a larger strategy of Guaraná Antarctica: to support the Brazilian fans. For the brand, sponsor of CBF, the event that unites all the fans in the world goes far beyond a sponsorship. Guaraná pays attention to detail: in that unnumbered seat and on the sidewalk where there is always room for one more, where there is no fair play, but there is faith in play, where it is not the accredited referee who is in charge, but Mrs. disorganized, as a gringo has never seen, this is Brazil.
Gustavo Sartori, Marketing Manager for Guaraná Antarctica, explains:
“Football is passion, emotion, drama, art, celebration… and in the act of scoring, the pinnacle of the most beloved sport in Brazil. This moment of celebration is the energy we want to convey with our new cans. Guaraná Antarctica wants to be on the side of the fans, the way only we know how to do it: 100% BR. And we’re going to show all that Brazilianness with Canarinho, our favorite mascot, who brings the perfect representation of what it’s like to cheer in our country.”
João Souza Creative & Design Leader at Soko, adds:
“The commemorative cans use all the lightness of our Canarinho to sign Guaraná Antarctica’s commitment to Torcida BR. Each can has an iconic celebration putting Canarinho as the protagonist, even in front of our logo. This is just one of the initiatives that Guaraná Antarctica will carry out to translate to the public what it means to be the Official Sponsor of Torcida BR. Let the hexa come!”
The novelty for fans to show their scream and their celebration in the Brazilian way is available in 350 ml cans in original and zero flavors throughout the country.
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