Brands need to constantly rethink their global positioning, even the more traditional ones. Guaraná Antarctica is one of the biggest and most beloved guarana sodas in Brazil.
The beverage is made from the guaraná plant of the Amazon rainforest but is also found in a dozen other countries.
The big question for us was how to position and communicate the Guaraná Antarctica brand to other cultures to ensure that the messaging was consistent while informative for markets that are unfamiliar with the exotic fruit.
But in markets where nobody knows what guaraná is, what should one do?
We solved this challenge through a well-defined process that included 5 days of cultural immersion, 5 days of creative exploration, and another 5 days of refinement along with the creation of the final communication guidelines. This work was completed by our multidisciplinary team with the client working closely by our side.
Our research found that the global perception of Brazil is generally limited to the association of music, beaches and carnival, and the perception of the Amazon rainforest was of lush abundance full of mystery.
We used these insights to craft a visual language that would launch the Brazilian soda guaraná as a contemporary global brand.
We defined all activation touchpoints, messages and key visual aspects that became an actionable guide for local agencies to practice these guidelines in their respective countries. In other words, a brand book to help define what Guaraná Antarctica is on a global scale.