It’s well known that in Brazil, football is king. At least when it’s played by men – because male teams attract the entirety of advertising expenditure on the sport. Soda brand Guaranà Antarctica, which supports women, decided it was time to equalize the game – and in a rather original way. Every month, 35 million cans of the soda are distributed and drunk around the world. So Guaranà turned them into media, allowing other brands to advertise on them and donating the proceeds to soccer education for women. So don’t be surprised if, next time you grab a can of Guaranà Antarctica, you come face to face with logos for Puma or Avon – because the operation was a success from the kick-off.