During a ferociously hot day thirsty Portugese received a welcome gift near Lisbon at the first-ever Orchard Drive-Thru.
The activation created by Beta Collective for AMBEV Brazilian soft drink brand, Guaraná Antarctica, allowed them to cool down with an Amazonian Guaraná soft drink the same way millions of Brazilians do – with ice and a slice of orange.
Just like any drive-thru, the experience happened in stages. It began with a stand shaped like the Guaraná logo, where a voice welcomed visitors and directed them to the next booth. From there, a promoter presented the product, filling a glass with ice and Guaraná. At the final stage, guests were greeted by a local who sliced fresh oranges, harvested directly from the orchard, and added them to the glass while explaining that Guaraná Antarctica tastes even better with a slice of Algarve Orange.
“Every Brazilian knows that the best way to drink Guaraná is like this. Sharing this tradition in a country that has such delicious fruit like the Algarve Orange is a strategy that unlocks a new flavour and creates a deeper connection with the local audience,” explained Bernardo Tavares, founder and creative director of Beta Collective.
The activation fits into a campaign that includes OOH, Guaraná stickers on oranges in supermarkets, and a series of activations in partnership with Equal Food, a Portuguese start-up working to combat food waste and recognised as one of the 50 fastest-growing start-ups in Southern Europe by the Financial Times. The partnership has a clear purpose – to use oranges that, despite being perfectly good for consumption, are not sold due to aesthetic reasons. It also involves featuring the fruit in Equal Food’s signature baskets of “imperfect” fruits that the start-up delivers to its subscribers.
“We want to celebrate the flavour of the Portuguese orange and introduce locals to this original way of drinking Guaraná, a classic tradition in Brazil. Guaraná is a unique-looking fruit, and if you look at it closely, it’s quite peculiar. But despite that, it provides a unique taste that has created the most-beloved and consumed Brazilian soft drink worldwide. So, it felt very natural for us to partner with Equal Food to help educate consumers on more sustainable practices and the reusing of these excluded, ‘ugly’ fruits. Whether beautiful or not, Algarve Orange makes Guaraná Antarctica even more delicious,” stated Arthur Ervolino, Guaraná Antarctica manager for international markets.
The campaign was created and executed by Beta Collective, in partnership with the Portuguese agency Adagietto. This is the second time this year that both agencies have collaborated on activations for Guaraná Antarctica in Portugal. In their first collaboration, they developed a recipe designed to unite the two countries: the Pastel de Pastel. Made with the dough of the Brazilian street-market pastel and the filling of the Portuguese pastel de nata, and it was created with the contribution of Chef Kiko.
Credits
Agencies: Beta Collective & Adagietto
Creative Director: Bernardo Tavares & Giba Barros
Art Director: Giba Barros
Copywriter: Bernardo Tavares
PR: Adagietto
PR Director: Catarina Pereira
PR Team: Pedro Choi, João Charréu
Account: Teresa Filipe
Production: ZOF
Director: Ricardo Figueiredo
Client: Guaraná Antarctica
Guaraná Brand Manager: Arthur Ervolino
