Guaraná Antarctica has supported women’s football and increasingly promoted actions to encourage growth and give visibility to the sport in Brazil. And on International Women’s Day, the brand couldn’t take the field team out. You know those clichés that always accompany the date and are cast at that moment? Then, the brand will replace them and turn them into donations to support future soccer stars in Brazil. But calm down, we know that not every cliché deserves a red card, but how about giving them a better use?
Therefore, Guaraná Antarctica will encourage women to post their “worst cliché”, through the hashtag #DoeSeuClichê. Each post published will be donated to the future of women’s football, that is, in the period from 08/03 to 15/03, each content with #DoeSeuClichê will be equal to R$ 50.00 for the NGO Meninas em Campo. The donations will go towards the construction of stands, fields and uniforms.
According to Giuliana Cittadino, marketing manager for Guaraná Antarctica:
“Women’s Day is a date that needs to gain more and more actions that help raise the issues of equality and respect. Supporting the formation of new talents in women’s football so that the sport gains more and more visibility is one of Guaraná Antarctica’s goals. Therefore, we once again joined forces to increase its visibility and chose the NGO Meninas em Campo, a symbol of high performance and female empowerment in sport”.
The brand brings a positive history of movements that aim to create and encourage new players in Brazil. The #presasnos80 project was one of them. The action resumed the sale of retro bottles, with 100% of the income reverted to the future of women’s football. In addition to the donation, Guaraná Antarctica called on the Girls in Campo players for an audiovisual production inspired by the 80s to help bring even more amplification to the movement. Another action that moved the world of women’s football was the “Marca na Lata” campaign, which invited other brands to support women’s football.
About Girls in the Field
Created as a regular program for learning and developing women’s football in 2016, the NGO Meninas em Campo’s mission is to be a source of talent for the sport. Find out more about how to contribute official portal of the organization.
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