The Orchard Drive-Thru

GUARANÁ ANTARCTICA LAUNCHES FIRST EVER ORCHARD DRIVE-THRU TO SHOWCASE ITS ICE-AND-A-SLICE-OF-ORANGE RITUAL.

With the aim to promote the perfect way to consume Guaraná in its main international markets, Guaraná Antarctica, the most-popular Brazilian soft drink in the world, has just launched a one-of-a kind experience: the first Orchard Drive-Thru.

During an activation held on a boiling-hot day near Lisbon, Portugal, the public was able to savor Amazonian Guaraná the same way millions do in Brazil: with ice and a slice of orange.

Just like any drive-thru, the experience happened in stages: it began with a stand shaped like the Guaraná logo, where a voice welcomed visitors and directed them to the next booth. From there, a promoter presented the product, filling a glass with ice and Guaraná. At the final stage, guests were greeted by a local who sliced fresh oranges, harvested directly from the orchard, and added them to the glass while explaining that Guaraná Antarctica tastes even better with a slice of Algarve Orange.

The campaign will be complemented with OOH media pieces, Guaraná stickers on oranges in supermarkets, and activations in partnership with Equal Food, a Portuguese start-up working to combat food waste and recognized as one of the 50 fastest-growing start-ups in Southern Europe by the Financial Times. The partnership has a clear purpose – to use oranges that, despite being perfectly good for consumption, are not sold due to aesthetic reasons. It also involves featuring the product in Equal Food’s signature baskets of "imperfect" fruits that the start-up delivers to its subscribers.

The concepts were created and executed by Beta Collective, in partnership with the Portuguese agency Adagietto.