Stuck In The 80s – Guarana Antartica and Brazilian Women’s National Team

In 2021, leading Brazilian soft drinks brand and women’s national football team sponsor Guaraná Antarctica leveraged the Tokyo Olympics, ambushed official IOC partner and major competitor Coca-Cola and championed women’s football through an initiative called #StuckInThe80s, which spanned player appearances, packaging and an integrated ad campaign to highlight the degree of funding inequality between women’s and men’s football in Brazil and building support for a parliamentary bill legislating for gender equality in sporting prize money.