# Orchard Drive-Thrus Guaraná Antarctica Created a World-First Experience to Share Freshness By Laura McQuarrie | Published 2024-10-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/orchard-drive-thru References: [fabnews.live](https://fabnews.live/guarana-antarctica-launches-first-ever-orchard-drive-thru-to-showcase-its-ice-and-a-slice-of-orange-ritual/)  [Guaraná](https://www.trendhunter.com/trends/brazilian-beverage) Antarctica, the most popular Brazilian soft drink in the world, launched the first-ever [Orchard Drive-Thru](https://www.trendhunter.com/trends/angry-orchards-latest-campaign) 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](https://www.trendhunter.com/trends/soda-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. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 72% | Activity: 81% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Co-Branded Drink Activations](https://www.trendhunter.com/trends/frozen-fruit-waters-mobile.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Bag-In-Box Brazilian Beverages](https://www.trendhunter.com/trends/brazilian-beverage.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Hydrating Outdoor Billboards](https://www.trendhunter.com/trends/bpm-pay.md) - [Brazilian Fruit Energy Drinks](https://www.trendhunter.com/trends/monster-rio-punch.md) - [Adventure-Inspired Soda Cans](https://www.trendhunter.com/trends/destinos-venezuela.md) - [Gamified Mystery Drink Experiences](https://www.trendhunter.com/trends/what-the-fanta-1.md) - [Dirty Soda Drive-Thrus](https://www.trendhunter.com/trends/soda-drive-thru.md)