Campaign, created by CP+B, marks the connection between pizza and Guaran Antarctica
A tear runs down the cold can of Guaran Antarctica which, crying for the absence of its perfect partner, gives itself to the poetry of the song Sozinho, an MPB classic composed by Peninha and made famous by Caetano Veloso. Considered the brand’s biggest campaign in 2023, it debuts under the command of the CP+B agency with the film directed by Dulcidio Caldeira.
In the film, the song Sozinho is narrated by Mauricio Pereira, supporting the urban scenes in which Nan is seen in the silence of the night, awake, bringing together the now and the after. The film, broadcast on open TV and digitally, has a happy ending with the meeting of the previously incomplete duo: Guaran Antarctica and pizza appear together, revealing one of the most successful national marriages and which, for decades, has been in Brazilian hearts, the combo Our thing.
We chose to talk about pizza again, which is such an important milestone in the brand’s advertising history, because we realized that this super Brazilian combination is still strong, present. The Brazilian continues to combine pizza with Guaran Antarctica and talk about this combination. Using verses from a song as iconic as Sozinho was the way we found to highlight this perfect pair at the height of their history together, explains Tet Chaves, head of marketing at Guaran Antarctica.
With this campaign, we started a relationship with Guaran Antarctica in the way I like most: creativity that connects emotionally with the consumer. And by doing so, it opens up a series of business opportunities. It was a personal dream to work for the brand. I also imagined the two of us, as the lyrics of the song say”, says Andr Kassu, partner and CCO at CP+B.
The Guaran Antarctica campaign “If it’s yours, our thing” will unfold over the next few months, showing different Brazilian ways of eating pizza, with Guaran Antarctica being the protagonist of these moments. Communication seeks to create an emotional connection with the consumer and highlight that, when it comes to pizza, there is no unanimity: each person has a different way of consuming it.
