How do you make an iconic piece of brand heritage relevant to a new generation
without losing what made it iconic in the first place?

For decades, Pipoca com Guaraná had been part of Guaraná Antarctica’s cultural memory.
For Wednesday, we used the show’s dark humor and Outcast Energy to turn that familiar ritual upside down: “Horror é pipoca sem Guaraná.”

The idea expanded into an integrated platform across film, digital, OOH, creators, product, packaging, retail and commerce - from limited-edition Wednesday and Thing cans to the return of the nostalgic caçulinha bottles with collectible Thing miniatures.