she can

Every year, brands invest $1 billion more in men's football than in women's. The excuse? It lacks visibility. So Guaraná Antarctica - the biggest soda brand in Brazil - took a bold step and turned our product - which is seen everyday by millions of people - into an advertising placement for every brand that was willing to invest in women's football. 35 million cans reached the marketing with the logo of global brands like Burger King, Lay's, Puma and Avon. We made our soda cans the hottest media spot in town and collected over $2,5 millions for women. A fair play, where everyone wins: other brands and female players.

Todo ano, marcas investem bilhões a mais no futebol masculino do que no feminino. A desculpa? Falta visibilidade. Então Guaraná Antarctica decidiu transformar suas latas, vistas diariamente por milhões de pessoas, em um espaço de mídia para qualquer marca que aceitasse investir no futebol feminino. 35 milhões de latas chegaram aos mercados com o logo de marcas globais como Burger King, Lay's, Puma e Avon. Assim, transformamos nossa lata no espaço de mídia mais cobiçado pelo mercado e coletamos mais de R$2,5 milhões para a ONG Meninas em Campo.

RECOGNITIONS

Cannes Lions 2021: The One Show 2021 Clio Awards 2021:
Silver - Creative Strategy: Collaboration Silver - Public Relations: Brand Partnerships Shortlist - Partnerships & Collaborations
Bronze - Media: Food & Drink Bronze - Direct Marketing: Non-traditional
Bronze - Brand Experience
Shortlist - Entertainment for Sport Effie Awards Fast Company World Changing Ideas 2021:
Shortlist - Media: Use of Ambient Gold - Innovative Marketing Solutions Advertising Finalists and Honorable Mentions
Shortlist - Media: Media Insight Gold - B2B
Shortlist - Media: Social responsibility