Guaraná Antarctica, the most popular Brazilian soft drink in the world, launched the first-ever Orchard Drive-Thru and helped people cool off on a hot day in Lisbon, Portugal. As part of the one-of-a-kind experience, the public got to savor Amazonian Guaraná the same way millions do in Brazil—with ice and a slice of orange.
At the drive-thru, visitors pulled up to a stand in the shape of the Guaraná logo, and were welcomed, then directed to the next booth. From there, they received an ice-cold glass and Guaraná, and at the final stage of the experience, they received a slice of fresh orange harvested straight from the orchard.
Outside of the Orchard Drive-Thru, the Guaraná campaign will continue with out-of-home ads, and Guaraná stickers on oranges in supermarkets.
Key Themes Behind This Trend
- Experiential Marketing
- Brands are creating immersive and unique physical experiences to engage consumers directly and leave a lasting impression.
- Sustainability in Promotions
- Businesses are integrating fresh and locally sourced products into their promotional activities to emphasize a commitment to sustainability.
- Branded Pop-up Events
- Temporary branded events are rising in popularity as a method to generate buzz and interact with consumers in a memorable way.
Where This Applies
- Food and Beverage
- The food and beverage industry is using live, interactive events to enhance product experience and build brand loyalty.
- Advertising and Marketing
- Marketing firms are innovating with experiential campaigns to create deeper connections between brands and their audiences.
- Agriculture and Local Produce
- Local agriculture is becoming more integrated into consumer experiences, highlighting fresh and sustainable food sources.
