In restaurants and supermarkets, the can surprised everyone: one of the best-known brands in the country was giving up its traditional colour. And that turned it into a small outdoor that soon disappeared from shelves. On the internet, the goal was to impact the largest number of the brand’s fans using social networks and other bought media. In little time, it became news in the country, reaching the press. All channels together created great repercussion and a positive image to a company that was already loved by Brazilians.

After one month, the expression “Guarana Antarctica blue can” had almost 60 thousand answers in Google. On Facebook and Twitter, there were more than 25 million impacts, and Instagram published hundreds of photos. More than 60 articles were published in the press reaching millions of people. On of the main humour shows helped to promote the idea. And the blue cans soon disappeared from the shelves – but on Mercado Livre (the equivalent to Ebay in the Latin market) it is possible to find them much more expensive than the original price because now they have become a collector’s item.