Increase Guaraná Antártica's Brand awareness and Top-of-mind Guaraná Antártica is a Brazilian soft drink that was launched in Portugal as"the magic potion that refreshes and fuels the Brazilian spirit". GAsignature was "Será do Guaraná?" (Is it from the Guaraná?). To reinforcethis positioning statement and to increase brand awareness, GA made acontract with a popular Brazilian football player that plays in Portugal,Mário Jardel. This player is the Portuguese League top scorer, his averagegoal score is 1,5 goals per game. The campaign had teaser and revelation.During 3 games in a row, every time Jardel scored goal (he scored everygame) he commemorated the goal by showing his interior t-shirt that hadprinted the question "Porque Será?" (Why is it?). Football is a very popularsport in Portugal, therefore all the media speculated about Jardel'scryptic message. Some said the message was aimed at the Brazilian NationalTeam Coach that didn't call Jardel to play on the Brazilian National Team,others argued the message was intended to Italian football teams and thatJardel was asking "I score so much, how come you don't hire me". There wheresome media that argued that Jardel was carrying a political message, becausethe action took place during the period of elections for the city mayor.The revelation occurred on a very important match, where the two biggestrival teams played a decisive match. Once again Jardel scored (twice) andshowed his interior t-shirt with the sentence "Será do Guaraná?" (Is it fromthe Guaraná?), the GA's campaign signature, revealing the entire country themeaning of his previous message. From the beginning of the teaser campaignuntil after the revelation this event had huge media coverage. Pictures ofJardel showing his t-shirt message where front cover of all sportsnewspapers, and even TV stations made pieces about this action and ran themon the news programmes. "Será do Guaraná?" is now a very popular expressionthat is commonly used by people when something mysterious occurs. With thisevent GA obtained, with zero media investment, a huge media coverage thathelped to increase brand awareness and Top-of-mind. They found out a clever and effective way of grabbing media attention to theGuaraná Antártica brand, of turning GA into "news" guarantying free "airtime" for the brand. This is a great idea because with it Guaraná Antártica got a lot of mediaattention and "air time" with zero media spending.

They found out a clever and effective way of grabbing media attention to theGuaraná Antártica brand, of turning GA into "news" guarantying free "airtime" for the brand.