There is news coming in the bars, restaurants and supermarket gondolas ... It's Fanta Guaraná, which, as the name reveals, is born of the union of two traditional families of Coca-Cola Brazil: the brand Fanta, so beloved of Brazilians, and the Guaraná from 100% of the state of Amazonas. But have you stopped to think about the path that a new product with such a powerful DNA does from conception to consumer arrival?
In this case it was a long and fascinating trajectory that led the company's marketing manager, Katielle Haffner, to run the country for a year, in almost anthropological dive for very different cultures. "I traveled around Brazil trying to understand what these flavors mean in each region and what consumers are looking for in a guaraná, not only in taste, but also in the experience of drinking soda," commented Katielle, who became an expert on the subject. "Only with a lot of research and dedication can you create a product with national reach”.
There are now eight guaranás in the Coca-Cola Brazil portfolio, six of them regional - Charrua, Jesus, Guarapan, Simba, Taí and Tuchaua - as well as Kuat and the new Fanta Guaraná, both made from fruit that comes directly from the Amazon, a National pride. "Brazilians have a great identification with this soda. It is a true national passion,” Katielle observed during her travels through the five regions.
Light, tasty and with the face of Brazil
Before the arrival of Fanta Guaraná, Kuat was the only sold nationally. With 18 years of history, the drink remains firm and strong in the company's portfolio. However, news that is, the Fanta brand has not resisted the temptation to launch yet another product about to become a new passion for Brazilians. In addition to the permanent ones - Orange and Grape -, the Fanta brand always brings innovations with fruit flavors to its portfolio. In recent years, tangerine, strawberry, passion fruit, green apple ... "It was so obvious that we needed to have a Guarana flavor, which is so beloved by the Brazilians, it was so in our face, as people have not you done this before?,” asked Cristina Ferrari, the manager responsible for Fanta, a brand that is a teen audience.
Curious to try? "It is a light soda, extremely tasty, with the face of Brazil," says Cristina. "And with this guaraná credential it is 100% of the Amazon, which makes a huge difference from the point of view of sustainability and history, because it is a region extremely rich in fauna and flora, very important for the country and world".
Most seeds come from small producers in the state of Amazonas, mapped by Imaflora (Institute for Forest and Agricultural Management and Certification). With this, Coca-Cola Brazil stimulates family farming in the region, in a partnership that only tends to grow.
From Jesus to Tuchaua
With varied formulas, guaraná is successful from north to south of the country. Among the regional ones is the Tuchaua, in a clear and dark version, darling of the North region. "In Manaus, people like to take the dark version of soda in the morning, they say it's a drink that gives energy. In Belém, in Pará, the guaraná Tuchaua Champ, the clearest version, predominates. In a large region, as it is in the North, different habits and cultures coexist, and this is reflected even in the consumption of guaraná. What does not change is the pleasure of drinking this Brazilian drink,” says Katielle. Only in the capitals of Pará and Amazonas 10 million boxes of the product are sold per year.
In the Northeast, the star is Guaraná Jesus, from São Luís, in Maranhão. The label resembles the city's famous tiles. "He connects with consumers in a very emotional way," Katielle recalls. So strong that the brand overcame the regional barrier and is also sold in Brasília and São Paulo.
Among the regional ones, there is also the Charrua, from Rio Grande Sul, baptized with the name of a well-known native tribe of gaúcha. "We have been studying these regionalities, these peculiarities, and we understand that we have real regional strengths," says Katielle, who spent almost a year on the road.
To complete, there is still the Taí; Marketed in the Southeast; Simba, with "a more economic footprint", sold in the Northeast and Southeast as well; And Guarapan, an apple-based soft drink that is successful in Belo Horizonte, Minas Gerais, and Campo Grande, capital of Mato Grosso do Sul.
Text produced by Ecoverde Journalistic Content