If there is a tradition that is typical of Brazil, it is the painting of walls and streets during the biggest football tournament in the world. Stars, Brazilian flags, images of the crowd, Canarinho and the traditional caramel mongrel illustrate walls throughout the country. Guaraná Antarctica, as the official sponsor of Torcida BR, decided to give support to the fans by celebrating with them these paintings that give even more color to our country.
‘Sponsored Walls’ began in September, in São Paulo and Rio de Janeiro, redirecting investments that would go to outdoor media, such as billboards, to remunerate fans who already had these paintings in their homes or businesses. For those who accepted the sponsorship, Guaraná Antarctica inserted its logo and brand on the walls, supporting the tradition and the fans. With the engagement of the population, the action gained strength and now reaches all over the country, in states such as Recife, Bahia, Ceará, Minas Gerais and Paraná, in addition to Rio de Janeiro and São Paulo, inviting BR fans to participate in this movement together with the Ambev brand.
Stephanie Tajiki, Marketing Manager for Guaraná Antarctica, sponsor brand of the Brazilian National Team, adds:
“We created the ‘Sponsored Walls’ action with the objective of supporting the Brazilian fans at all times. We were very happy to further endorse the crowd’s party and to contribute to the celebration of these families. We managed to reach all over Brazil and that gave us even more reasons to celebrate that we are the official sponsor of the BR fans.”
For Rafael Alves, Soko’s Creative Leader, ‘Sponsored Walls’, in addition to supporting the Brazilian fans, reinforces the essence of the brand, with a fun and affectionate tradition of all Brazilians. He comments:
“A genuine and traditionally Brazilian behavior was transformed into our external media campaign, allowing us to connect with the public, reaching places that traditional media cannot reach. In this way, we were able to create a media platform that makes an important financial contribution to the local economy.”
To check out more details of the action, just access the brand’s social media: @guaranaantarctica.
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