PepsiCo tortilla chip brand, Doritos is a sponsor of Black Fair Festival, and will be present with several activations aimed at promoting diversity and inclusion. In addition to sponsoring the main stage, which will host national and international artists, the brand invited a team of visual artists to create a special exclusive packaging for the Queso Nacho flavor, available only to those enjoying the festival on the 3rd, 4th and 5th of May. , in Ibirapuera Park, in São Paulo (SP).
Doritos will bring to the event activations that encourage the discovery of its boldness, providing moments of celebration in two spaces specially designed to generate connection with the public. Activities include giveaways, product samples and brand experiences. The entire activation structure was developed by the Sherpa42 agency.
The partnership between Doritos and Festival Feira Preta reflects a responsible approach to activations during the event. The process of selecting artists to create the packaging, for example, was carefully designed in collaboration with PretaHub, an initiative dedicated to promoting black, indigenous and LGBTQIAPN+ talents in art. The three selected artists, Dika Araújo, Leon and MICKA, are from the Preta Comics artistic program, which offers courses and mentoring, ensuring diversity of styles and visibility for these talents.
One of the activations involves public participation in photos in the “lick-lick” format, the iconic paper posters, where people will be invited to express their own boldness. The photos will be taken by photographers invited by Doritos and delivered by hand, and can be taken home along with other gifts distributed in the brand’s space at the event.
“The use of packaging as ‘canvases’ and portraits of consumers taken by photographers not only adds an artistic layer to the product, but also expands the reach of these talents, fulfilling the brand’s commitment to valuing and promoting diversity in art. This decision reflects Doritos’ commitment to diversity, equity and inclusion, by offering opportunities for talented professionals to express their art and vision during the festival”, explains Cecília Dias, VP of Marketing at PepsiCo Brasil Alimentos. Still within the artistic aspect, the brand will count on the talent of five female photographers to capture all the event’s activations.
The event’s diverse program includes shows, fashion shows, lectures, artistic interventions and much more.
“Respect and encouraging participation in events like this are at the heart of everything we do at the company. Being in this endeavor with the Feira Preta Festival shows the relationship with the purpose of our brand in being able to support one of the most important agendas we have on our radar”, concludes Cecilia.
PepsiCo Brasil has been a sponsor of PretaHub since 2021, and is also a signatory and one of the creators of MOVER (Movement for Racial Equity), formed in 2020 by companies and institutions committed to promoting racial inclusion and overcoming racism. The company also has racial diversity goals in leadership roles and internal initiatives to promote a more diverse, equitable and inclusive work environment.
Black Fair in the Metaverse
Created in 2002, the Festival Fair Black It’s the biggest festival of culture black and creative economy of ALatin America. In 2020 and 2021, due to the pandemic, aThe editions were carried out online. Anow, in 2024, the event avança in technological immersion and democratizetion of culture ao integrate the in-person event with a experience in metaverso.
In partnership with Metamazon Technologies, this year’s festival presents an event in a “phygital” format. With the theme ‘Happiness is our revolution’, the event will feature more than 30 attractions, including shows, lectures, workshops and an entrepreneur fair, both in person, in Ibirapuera Park, and digitally, in the metaverse developed by Metamazon.
“O Festival Fair Black is an inspiring example of how the phygital concept can contribute to a democratizetechnological tion, especially in promoting culture aAfro-Brazilian culture and social inclusion”, explains Aleader Lima, CEO of Metamazon and developer do festival no metaverso.
Founded in 2022, a Metamazon Technologies works with metaverso and virtual reality, developing virtual replicas of houses and buildings and enabling, from anywhere do world, be it possible acease and interact with the enterprises. For the Festival Fair Black, a company reproduced a structure dos stages, along with the aenvironment do festival, and made available aos spectators do whole world. The company also promotes the values of racial equity and asupport for black communities, recognizing the potential of technological innovation to drive changeas positive and create opportunities for everyone.
The CEO says a partnership between a Metamazon Technologies eo Festival Fair Black represents a significant step towards promoting diversity and inclusion in the technology sector.
“For me, this partnership is a powerful example of how aCompanies can use their influence and resources to promote a positive social impact and build a fairer and more equal future for everyone”, he explains.
The phygital experience provides the excitement of the festival just a click away, allowing the public to watch the shows and access the fair of products and services in an immersive way. The format also promotes interaction between avatars, contributing to the democratization of technology, culture and social inclusion on a global scale.
In this edition, the shows beginam at 12:30 p.m., with a last apresentation each day starting at 8:45 pm. O Festival Fair Black has a schedule free and another paid, valid apenalties for the in-person event, and in the metaversoit is completely free.
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