Beta Collective has brought together two Brazilian legends,Guaraná Antarctica, Brazil’s famous soft drink, and Ronaldinho Gaúcho, two-time FIFA World Player of the Year (2004 & 2005), in a campaign that was always destined to go viral (and it did).

2002 was the last time that Brazil held the FIFA World Cup trophy in its hands. At the heart of that victory was a unique musical bond – Ronaldinho and his teammates used the power of samba and pagode to energise the squad, famously singing and playing instruments before and after every match. The moment of joy is highlighted in the recent Netflix documentary series, Ronaldinho: The Happiest Man in the World. To recapture that magic, Guaraná Antarctica, used its long-standing sponsorship of the Brazilian Football Confederation (CBF), that has included the Brazil national football teams since 2001, to bring those legends back together – not as players, but as an official band.

This “official band” – Gaúcho and fellow 2002 champions, Edílson, Júnior, Belletti, and Denílson – made its debut at the Maracanã stadium to electrify fans ahead of the World Cup, joining singer, Ivete Sangalo, on stage during the Warm-Up Show sponsored by Guaraná Antarctica, ahead of the National Team’s Farewell Match. Thousands of thrilled fans in the stadium (singing along) were later joined by millions more through a nationwide live broadcast.

The social media impact was instantaneous, driving massive audience engagement. Content published on Instagram by the singer, Guaraná Antarctica, and the players’ official profiles surpassed 1.5 million likes.

“Guaraná Antarctica celebrates the unique way Brazilians cheer, and this mix of football, music, and casual banter is in our DNA. Only the Original from Brazil, which has been alongside the Brazilian National Team since before the Penta victory, could reunite the 2002 champions in a moment that is so authentically Brazilian. Our goal was to rescue the energy that led Brazil to its fifth title to fuel the thirst to cheer and win on the road to the Hexa (sixth title). It was entertainment that made sense for the fan, whether they were cheering from the stands or at home,” stated Guilherme Poyares, marketing director for Guaraná Antarctica.

The initiative to reconnect Ivete with the players as a nostalgic nod to the 2002 victory was part of the brand’s campaign, Sede de Torcer É Coisa Nossa (The Thirst to Cheer is Our Thing), which encouraged fans to root for the Brazilian National Team in its pursuit of the sixth star. The concept translated the emotional, collective, and characteristically Brazilian way of experiencing football – both inside and outside the stadium.

“The laid-back vibe of the iconic 2002 National Team samba circles carries a unique, light-hearted, and originally Brazilian energy. It was a celebration to send good vibes to the new generation of the National Team and remind everyone that nobody cheers, celebrates, and turns football into a party quite like Brazilians. It was a moment of pure brasilidade (Brazilian essence), because the thirst to cheer is ‘Our Thing’,” Poyares added.

The creative concept of the activation was developed by Beta Collective, with design by NAF™, execution by The Buzz Now (responsible for hiring the players), Snack (leading the digital content strategy and production), and Recomendo (the production company behind the Maracanã show).

Credits:
Creative Agency: Beta Collective
Creative Directors: Bernardo Tavares, Marcelo Monzillo
Art Director: Marcelo Monzillo
Copywriter: Bernardo Tavares

Design: NAF™
Image Production: Beta Collective, NAF™
Image Retouching: Gustavo Dias 

Client: Guaraná Antarctica
Marketing Director: Guilherme Poyares