A Antarctica resolve inovar. A empresa lançou no mercado um novo produto, ressaltando a “Brasilidade” do guaraná, expondo características fortes da Amazônia, como o guaraná e o clima tropical, por exemplo. Nos comerciais veiculados, alguns índios aparecem executando um ritual peculiar, a “dança da chuva”, mas de forma intensa e exagerada, não fazendo chover, mas nevar.
A idéia da propaganda é anunciar o toque especial que o novo produto recebe. A campanha apresenta ao público o novo Guaraná Antarctica Ice, edição especial da primeira bebida gaseificada que proporciona um efeito “cooling”, que dá um toque de frescor à garganta quando ingerido.
A agência DM9DDB, responsável pela divulgação do produto, reproduziu nos comerciais - assinados por Rodolfo Sampaio, Julio Andery, Marcelo Camargo e Marcelo Siqueira - um ambiente típico amazônico, representado por um vilarejo, onde dezenas de indígenas passam por um momento de seca, fazem o ritual da “dança da chuva”, mas é feita de forma tão intensa que, ao invés de chover, neva. Mas houve uma preocupação grande quanto à produção do comercial. Os atores são, de fato, indígenas, com exceção apenas do pajé, que não é índio Kayapó ou Mati das reservas Jaraguá, Itanhaem e Parelheiros, em São Paulo. A preocupação em ser realista quanto à parte visual do comercial não parou por aí. Segundo o diretor-geral de Atendimento da DM9DDB, Alex Isnenghi, as ocas do comercial dirigido por Cláudio Borrelli, da Killers, são construídas seguindo os preceitos das tribos amazônicas, que usam piaçava, madeira e cipó.
O Guaraná Antarctica agiu com tamanha inteligência ao lançar o produto, que remete idéia de refrescância, para o verão. De acordo com Adrianne Elias, gerente de marketing de refrigerantes e não-alcoólicos da AmBev, o consumidor anseia por novidades, e o mercado tem espaço para elas, então a novidade apresentada pela empresa, mostra que, mais uma vez, o Guaraná Antarctica destaca-se e garante sucesso quanto à busca de inovação e dinamismo.
É importante frisar que o Guaraná Antarctica teve a preocupação de não descaracterizar o sabor original do produto e sim, apenas acrescentar um toque de frescor a este, que é o diferencial desta edição limitada do produto.
O humor leve e a originalidade da campanha trazem, além do comercial para TV, peças para internet, anúncios para jornal e revista e material direcionado a merchandising para pontos de venda, incluindo ações de marketing e de relacionamento com o “trade” e com o consumidor.
Por Fernanda Varela
37 comentários:
Muito bom! Criativa! Estimulante! Dá vontade de abrir uma latinha na hora!
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A pesquisa de mercado foi extremamente bem feita. Campanha formidavel do guarana, espero que tenha sucesso! Desde quando se faz uma análise do mercado com olhos de uma sociedade mítica.
Aprendi muito
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