The Guarana Antarctica 'Ex-Lover' app is a way in which the soft drink brand is connecting more intimately with its customer base.

They've created an app which preserves the pride of the recently dumped, and involves a friend group to ensure that no humiliating contact is made by the walking wounded. As explained by the accompanying video, the app not only blocks calls from the number, but alerts friends when an attempt to contact the ex is made. Worst of all, an attempted call to the ex will result in a humiliating Facebook post exposing their succumbing to temptation.

Though it can't be said whether or not this app will get a ton of downloads, this campaign in and of itself is incredibly entertaining and intriguing. Likely to generate plenty of buzz based on the idea alone, this is an ingenious move on by the soft drink brand.