Guaraná Antarctica’s 2019 campaign strategically addresses the longstanding underrepresentation of women’s soccer in advertising, despite the sport’s growing prominence and Brazil’s strong national teams. By spotlighting female athletes—striker Cristiane, midfielder Andressinha, and defender Fabi Simões—the brand positions itself as a progressive supporter of gender equality in sports, reinforcing its established role as a long-term sponsor of both the men’s and women’s national soccer teams since 2001. The campaign’s core proposition is to challenge industry norms and promote greater visibility and appreciation for women’s soccer, framing these athletes as equally talented and marketable as their male counterparts.
The market strategy hinges on an insight that, despite the widespread popularity of soccer and the high-profile 2018 Men’s World Cup campaigns involving numerous brands, the women’s team received negligible advertising attention leading up to the 2019 Women’s World Cup. By acknowledging this gap, Guaraná Antarctica not only differentiates itself from competitors but also appeals to a socially conscious and evolving audience that values inclusivity and representation. The creative angle leverages credibility through the involvement of renowned female players, positioning them as specialists and symbolic figures for a call to action aimed at other advertisers to embrace female athletes in their campaigns. This approach not only elevates the perception of women’s soccer but also aligns the brand with contemporary cultural shifts, signaling a commitment beyond product promotion to influencing industry practices and social attitudes in Brazil’s food and drink market sector.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign fits FORMAT#8 because its primary creative device is the enlistment and spotlighting of prominent female soccer players—striker Cristiane, midfielder Andressinha, and defender Fabi Simões—to drive the message. These celebrated athletes act as known personalities whose presence imbues the campaign with credibility, draws attention, and champions the cause of increased visibility for women’s soccer. Rather than following a narrative arc or direct product demonstration, the campaign leverages these celebrities as trusted figures, aligning the brand with their appeal and influence, while encouraging broader representation of female athletes in advertising. This celebrity-driven approach is central to the creative execution as highlighted by both the narrative and the meta-data cues.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Ambev – Market Positioning
As the dominant beverage conglomerate in Brazil, Ambev leads with a broad portfolio including beer, soft drinks, and alcoholic beverages. Their strategy relies on strong local brand heritage, extensive distribution, and heavy sports sponsorships, especially football, to connect emotionally with consumers by embodying Brazilian culture and social occasions.
2. Coca-Cola Brasil – Market Positioning
Coca-Cola Brasil leverages its global brand strength and emotional storytelling to position itself as a lifestyle choice beyond just refreshment. With diverse campaigns and sponsorships in sports and music, it targets inclusive, youthful, and family-oriented consumers, emphasizing happiness, diversity, and memorable shared moments.
3. Heineken Brasil – Market Positioning
Heineken positions itself as a premium, sophisticated beer brand with an international edge. It appeals to urban, cosmopolitan consumers through music and cultural event sponsorships, innovative marketing, and a modern, progressive image that promotes social connection and quality experiences.
4. Skol – Market Positioning
Skol dominates the mass-market beer segment with a youthful, fun, and energetic personality. It differentiates through vibrant, humor-driven campaigns and heavy involvement in popular Brazilian festivals and sports, focusing on sociability, accessibility, and a carefree lifestyle.
5. Antarctica (Non-Alcoholic Segment) – Market Positioning
Though owned by Ambev, Antarctica’s soda brand operates strongly in the non-alcoholic category with a focus on tradition, local identity, and family gatherings. It uses nostalgia and Brazilian cultural moments to create emotional bonds, balancing its positioning between youthful energy and heritage.
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