A tear runs down the cold can of Guarante Antarctica who, crying over the absence of his partner, gives poetry to the song Sozinho, an MPB classic composed by Peninha, who became famous in the voice of Caetano Veloso. Where are you now?, jokes the can present in the lives of Brazilians for over a hundred years, as they finally find their ideal partner: pizza. This is the plot of the brand’s biggest campaign in 2023, which debuts under the command of the agency CP+B with a poetic film, with great narrative and aesthetic care, directed by Dulcidio Caldeira.
The tone of magical, emotional and also fun realism predominates in the dialogue close to the consumer. For some, it is a recovery of affective memory, of how the connection between pizza and Guaran Antarctica creates comfort for the senses. And for everyone who watches the film, a surprise to come across the feelings of a can of soda. The song Sozinho is narrated by Mauricio Pereira, encompassing 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 duo’s meeting: Guaran Antarctica and pizza appear together, revealing one of the most successful national marriages and which, for decades, has been in Brazilian hearts.
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 and 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.
Alone, but accompanied
The campaign film, with 15, 30 and 60 second versions, begins with a soda machine on the street. The camera approaches, and it is possible to begin to follow the can of Guaran Original from Brazil in its, until then platonic, passion for pizza. On the other side of the road, a pizzeria appears in the image that has always been in the sights of Nan’s can, as well as the pizza delivery men and the boxes circulating with the meal. The imagination runs wild until a young woman approaches the Guaran Antarctica machine carrying a box with her loved one inside, warm!
The song Alone is the backdrop to a dreamlike dynamic, with Guaran Antarctica idealizing a union that seems distant, but ends with a happy ending, when both come together for an implacable combination. The film ends with the signing Pizza with Guaran. Combination what our thing.
With this campaign, we started a relationship with Guaran Antarctica in the way I like most: creativity that connects emotionally with the consumer and, in doing so, 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 saybrinca Andr Kassu, scio and CCO from CP+B.
The Guaran Antarctica campaign If your thing, 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 creates an emotional connection with the consumer and highlights that, when it comes to pizza, there is no unanimity: each person has a different way of consuming it. Come check out this beautiful love story!
100% Brazilian combination
From generation to generation, the habit of eating pizza with Guaran Antarctica has been consolidating itself as a national brand, which combines two unmistakable flavors. The legitimately Brazilian combination has a history, and since 1991, Guaran Antarctica has known that pizza goes very well with the drink, so much so that the brand’s commercial at the time, titled I love this Guaran flavorleft a lot of people’s mouths watering and marked Brazilian advertising.
The tempting Guaran Antarctica + Pizza combo, which began more than thirty years ago, continues to be Our thingand this legacy of a legitimately Brazilian duo, which Guaran Antarctica now reinforces.
On the one hand, there is one of the most appreciated culinary inventions in the world, but especially appreciated in Brazil, which is the second largest consumer of pizza in the world. On the other, a 100% Brazilian icon, with more than a hundred years of history. You can eat pizza anywhere in the world, but pizza with Guaran Antarctica Coisa Nossa, you only have it here, adds Tet.
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