Brazilian soft drink brand Guaraná Antarctica is, like many brands around the world, celebrating female soccer ahead of the Women's World Cup. The difference is, it's inviting other brands to use its imagery too.
The brand and agency Almap BBDO created a commercial, seen here, featuring three of Brazil's top female players (striker Cristiane Rozeira, midfielder Andressinha Cavalari Machry and defender Fabi Simões). But at the same time, it took photos for an image bank, available on Instagram, that other brands can buy and use.
Any brand that wants to use one can buy it through a donation to the NGO “Joga, Miga” (“Play, Sis”) that supports women’s soccer, and a small fee for the athlete. The likes of Unilever, Uber, and Frito-Lay have already bought images, as have big players in Brazil’s ad world like Boticário (a beauty brand), Havaianas and GOL Airlines. The over 300 images, which show the players posing with products like razors, soccer boots and perfume, are displayed on Instagram with a Guaraná watermark, but the brand simply needs to contact Guaraná Antarctica via direct message and pay the fee to get one that's unbranded.
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.
“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. 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”, says Daniel Silber, Guaraná Antartica’s marketing manager, in a statement.