Guaraná Antarctica and Netflix surprise São Paulo with a 'Wednesday'-themed installation that releases popcorn aroma, celebrating the Season 2 premiere.
A Popcorn Aroma to Celebrate Wednesday’s Return
To celebrate the premiere of ‘Wednesday’ Season 2 on Netflix, Brazil’s iconic soft drink Guaraná Antarctica has launched an interactive urban installation in São Paulo that releases the smell of popcorn at specific times of the day. The concept aims to evoke the cozy experience of watching series with popcorn and a cold drink, connecting the brand directly with entertainment.
An Interactive Urban Experience
The installation features a giant Guaraná Antarctica can and a life-sized representation of ‘Thing’, the beloved character from the series. The setup invites pedestrians to take photos and share their moments on social media. The visual design merges the dark, mysterious style of Wednesday with the vibrant branding of Guaraná Antarctica, turning the location into an eye-catching photo spot.
Netflix’s Strategy for a Global Hit
The campaign was developed by CP+B and produced by BE180. Netflix is using this creative activation to build excitement for the second season, which will be released in two parts: the first on August 6 and the second on September 3. The streaming giant is looking to replicate the global success of the first season, which broke audience records worldwide.
Sensory Marketing that Engages Fans
Leveraging scent-based marketing creates a unique and memorable connection with the audience. The popcorn aroma turns a simple urban installation into a full sensory experience that encourages fan participation and boosts social media visibility.
Entertainment Meets Flavor in a Unique Collaboration
This collaboration between Guaraná Antarctica and Netflix shows how brands can transform major streaming events into immersive urban experiences. By combining pop culture with a local beverage favorite, the campaign successfully engages fans and creates a strong emotional link between product and entertainment.
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