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Guaraná Antarctica Turns Brazilian Football Stars Into Ad Icons
Guaraná Antarctica's 2019 "Women's Soccer" campaign, created by AlmapBBDO and launched in Brazil in May 2019, challenges the advertising industry to give female athletes the commercial visibility already extended to their male counterparts by constructing a professional image bank of Brazilian women's national team players and offering it freely to other brands ahead of the Adsoftheworld.clapboard.com/archive/coca-cola-offside-food-drink">FIFA Women's World Cup.
The campaign carries the Portuguese title "Seleção Feminina é #CoisaNossa" — translating broadly as "The Women's National Team Is Ours" — a formulation that frames support for female athletes as a collective Brazilian cultural responsibility rather than a brand marketing exercise. The activation centres on three players: striker Cristiane Rozeira de Souza Silva, midfielder Andressinha, and defender Fabi Simões, each photographed and filmed in simulated commercial scenarios spanning beauty, sports product, and financial services categories, as reported by Ads of the World and Meio e Mensagem. By producing campaign-quality assets that imitated real advertising contexts, Guaraná Antarctica made the argument visually: these athletes belong in commercial culture, and the only obstacle is advertiser will, according to Meioemensagem Com Br.
In Brazil, the campaign arrived at a moment of growing public appetite for the women's game. The 2019 FIFA Women's World Cup, held in France, gave that appetite a global stage, and Guaraná Antarctica positioned itself as the brand that had already acted before the tournament made it fashionable. The brand had sponsored both Brazil's men's and women's national football teams since 2001, according to Ads of the World, giving the "Women's Soccer" campaign a lineage of institutional commitment rather than opportunistic association. Guaraná Antarctica marketing manager Daniel Silber stated plainly to UOL Economia in May 2019 that the absence of female players from Brazilian advertising was, in his words, "a shame," and that the brand's purpose was to demonstrate the players' existing achievements and their unrealised commercial potential. The campaign earns a Clapboard Score of 63 out of 100.
Guaraná Antarctica identifies a structural gap in the Brazilian advertising market as its central strategic premise. Rather than simply running a campaign celebrating female athletes, the brand diagnoses why those athletes are absent from advertising and then builds the solution into the campaign mechanics itself, according to Effie Meioemensagem Com Br. The image bank model — producing professional creative assets and making them available to other advertisers — turns a single brand campaign into an industry-wide intervention, as documented by Meio e Mensagem and Caples.uol.com.br/noticias/redacao/2019/05/10/as-vesperas-da-copa-do-mundo-marcas-acordam-para-o-futebol-feminino.htm" target="_blank" rel="noopener noreferrer">Economia Uol Com Br.
The strategic timing is precise. Launching in May 2019, immediately ahead of the FIFA Women's World Cup in France, Guaraná Antarctica ensures the campaign enters a media environment already primed to discuss women's football. Competitors in the Brazilian soft drink and lifestyle sponsorship space, including Coca-Cola and Ambev stablemates, were also active around the tournament, but the "Seleção Feminina é #CoisaNossa" campaign differentiates itself by shifting from passive sponsorship language to active industry challenge. AlmapBBDO frames the work not as a celebration but as an accusation — the accusation being that Brazilian advertising had collectively undervalued women who were already winning at the highest level of the sport.
Guaraná Antarctica had established a precedent for this kind of structural commitment. The brand's "Em Campo" women's football development initiative, created in 2016, had worked with more than 200 athletes by December 2020, with 40 subsequently selected for professional teams, according to Meio e Mensagem. This history of investment means the 2019 Women's Soccer campaign does not need to build credibility from zero. In Brazil, it arrives as the latest expression of a documented long-term position, not a reactive pivot toward a trending conversation. That lineage is the campaign's most durable strategic asset.
AlmapBBDO executes the Women's Soccer campaign through a creative device that is both its most original feature and its most direct argument. The agency produces a series of polished film and photographic assets that deliberately mimic the visual grammar of established advertising categories — beauty products, athletic gear, financial services — with Cristiane, Andressinha, and Fabi Simões cast in roles that those categories had never actually offered them. The simulation is the point: by making the imagined advertisements look entirely credible, AlmapBBDO demonstrates that the absence of these athletes from real commercial culture is a choice, not an inevitability.
The film medium sits at the centre of the campaign, with a single primary video asset carrying the narrative argument, as noted in the campaign record on Ads of the World and documented on clapboard.com. The production aesthetic matches the finish level of mainstream Brazilian advertising rather than adopting the rougher visual language sometimes associated with cause-led work, which reinforces the campaign's implicit argument that female athletes deserve the same production investment extended to male talent and celebrity endorsers.
Production credits for the Women's Soccer campaign are not fully documented in publicly available sources beyond the agency attribution to AlmapBBDO and the brand attribution to Guaraná Antarctica under Ambev. Daniel Silber, marketing manager at Guaraná Antarctica, is the named brand voice associated with the campaign's strategic intent, as quoted by UOL Economia in May 2019. The creative decision to build an image bank — assets offered to other brands with proceeds directed toward the players and associated initiatives, according to economia.uol.com.br — extends the campaign's creative life beyond a standard film release and transforms the production investment into an open infrastructure for the wider Brazilian advertising industry to use.
No verified performance data for the Women's Soccer campaign is publicly available. Guaraná Antarctica and AlmapBBDO have not released audited figures for reach, engagement, earned media value, or commercial uptake of the image bank by third-party advertisers, and no independent measurement body has published results specific to this activation.
Structural analysis, however, points to several dimensions of effectiveness that are assessable without proprietary metrics. The campaign's image bank mechanic creates a distribution model with inherent longevity: every brand that subsequently uses the player assets extends the campaign's reach without additional media spend by Guaraná Antarctica. The alignment with the 2019 FIFA Women's World Cup provides a guaranteed window of heightened public attention in Brazil, reducing the cost of cultural relevance at the moment of launch. The brand's documented history — sponsoring both national football teams since 2001, per Ads of the World, and operating the "Em Campo" development programme since 2016, per Meio e Mensagem — gives the campaign an institutional credibility that purely reactive work cannot replicate.
The challenge issued to the Brazilian advertising industry, amplified by UOL Economia's coverage on 10 May 2019, generates editorial media value that extends the campaign's argument into press environments where paid placement would be both expensive and less persuasive. Guaraná Antarctica also benefits from describing itself as, per Sambarock, the most popular Brazilian soft drink in the world — a positioning the Women's Soccer campaign reinforces by associating the brand with the national football identity that is central to Brazilian cultural self-understanding. The Clapboard Score of 63 out of 100 reflects a campaign with a strong strategic premise and an inventive mechanic that stops short of the executional ambition required for a higher tier.
Guaraná Antarctica's Women's Soccer campaign, titled "Seleção Feminina é #CoisaNossa," challenges the Brazilian advertising industry to feature female football players in commercial work. Launched in May 2019 by AlmapBBDO ahead of the FIFA Women's World Cup, it built a professional image bank of players and offered assets to other brands.
The campaign featured three Brazilian women's national team players: striker Cristiane Rozeira de Souza Silva, midfielder Andressinha, and defender Fabi Simões. Each athlete was photographed and filmed in simulated advertisements across beauty, sports product, and financial services categories, as documented by Ads of the World and Meio e Mensagem.
AlmapBBDO built the image bank to lower the barrier for other brands to feature female athletes in their own advertising. By producing campaign-quality assets and making them available freely, the activation turned Guaraná Antarctica's campaign into an industry-wide resource, extending its reach beyond a single brand's media spend.
Guaraná Antarctica had sponsored both Brazil's men's and women's national football teams since 2001, according to Ads of the World. The brand also launched the "Em Campo" women's football development initiative in 2016, which had worked with more than 200 athletes by December 2020, per Meio e Mensagem.
The Guaraná Antarctica Women's Soccer campaign receives a Clapboard Score of 63 out of 100. The score reflects a campaign with a genuinely inventive mechanic and strong strategic alignment with the 2019 FIFA Women's World Cup in Brazil, but limited executional ambition in the film asset itself.
Guaraná Antarctica launched the Women's Soccer campaign in Brazil in May 2019, immediately ahead of the FIFA Women's World Cup held in France that summer. The timing, documented by Ads of the World and economia.uol.com.br, ensured the campaign entered a media environment already primed for heightened discussion of women's football.
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