Brazilian soft drinks brand Guaraná Antarctica launched a campaign ahead of the 2019 FIFA Women’s World Cup that offers other brands to use it female footballer imagery.
Launched in the second half of May and developed in harness with agency Almap BBDO, the campaign is led by a commercial featuring three of Brazil’s top female players (striker Cristiane Rozeira, midfielder Andressinha Cavalari Machry and defender Fabi Simões) and supported by an Instagram photo image bank that other brands can buy and use.
The hero TV spot, called ‘The Women’s Team Is Our Thing (#CoisaNossa), states that ‘women’s football deserves more publicity’.
It is rolling out across the brand’s own channels – including Facebook
– and encourages viewers to tag a friend, share for everyone to see that women’s football deserves more propaganda.
And, for any brands that use any of the publicly available 300+ female football images in the Instagram bank (at https://www.instagram.com/guaranaantarctica/), the brand asks for a donation to an NGO called Joga, Miga (Play, Sis) which supports women’s footballer and a small fee for the athlete.
The images feature female players posing with products like razors, soccer boots and perfume are all displayed on Instagram with a Guaraná watermark and brands simply needs to contact Guaraná Antarctica via direct message and pay the fee to get one that’s unbranded.
The campaign also includes OOH work more directly backing the Brazil National Women’s Team at the tournament.
“This year, Guaraná Antartica proposes to support everything good about Brazil, everything that’s “Our thing”. And one of the good things in the country is women’s soccer,” said Guaraná Antartica’s marketing manager Daniel Silber.
“We want to show people all the potential these girls have, all the success that they already achieved and everything they can still come to achieve.”
Comment:
Guaraná Antarctica is one of a lengthening list of brands around the world leveraging women’s football around the 2019 Women’s World Cup, but it is the only one we have come across that is generously inviting other brands to use its imagery too.
It makes the brand look generous and appear to be supporting and leveraging activity around the tournament not just for its own purposes, but to grow the game.
A smart tactic indeed, but is it working?
Well, companies such as Frito-Lay, Uber and Unilever have already bought images, as have major Brazilian brands like beauty brand Boticário, Havaianas and GOL Airlines.
So the answer, surely, is yes.
The idea is to encourage Brazilian brands to feature female soccer players in their ads, as, historically, brands have celebrated men’s soccer but not women’s.
Links:
https://www.guaranaantarctica.com
https://www.youtube.com/user/guaranaantarctica
https://www.facebook.com/GuaranaAntarctica
https://www.instagram.com/guaranaantarctica/
ALMAP BBDO
https://www.almapbbdo.com.br/en
Confederação Brasileira de Futebol (CBF) / Brazilian National Team
https://twitter.com/CBF_Futebol
https://www.instagram.com/cbf_futebol/
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