The present study is developed with the purpose of understanding how a traditional soft-drink company, located at the country side of Rio de Janeiro state, was bankrupt and how such company can return to the market as of a new market perspective, by using a new strategy for the products reformulation. Throughout this study, historical aspects, consumers behavior, brand segmentation and retail sale marketing concepts, as well as an action plan for a possible return of Guaraná Caledônia to the market were analyzed. The study also approaches sentimental matters and the nostalgia feeling that involves the brand, what can favor the product nowadays.