Coca-Cola, Bradesco, Brahma and Vivo invest in initiatives to strengthen the event in the Amazon.
This year, the Parintins Festival will receive a series of investments and activations from various brands that promise to shake up the event. From sustainable initiatives to immersive experiences, check out what they are and how each company is contributing to the success of this grand festival in the Amazon.
Coca Cola
With over 30 years of experience in Amazonas, the System Coca Cola Brazil has allocated more than R$60 million to the region in recent years. Betting on the sustainable development of Amazonas through the circular economy, recycling, the supply of safe water and the training of family farming and micro-entrepreneurs, the company has invested in ESG initiatives in more than 124 communities far from urban centers. Recently, the company invested R$4 million to expand the Água+Acesso project, benefiting communities in Amazonas and Pará with community water management.
“The North of Brazil is fundamental for us. We are present in the heart of Amazonas, with our concentrate factory in Manaus, which supplies the entire country, as well as Latin American countries, and in the state of Pará with a Solar Coca-Cola factory, our bottler that operates in the region”, comments the senior director of Government Relations at Coca-Cola Brazil, Victor Bicca.
Coca-Cola will also implement the “Coca-Cola Gives a Boost to Your Business: Women” program. According to the director of Sustainability and Corporate Relations at Coca-Cola Company Brazil and Cone Sul, the project, in partnership with Sebrae and ACSSUS, trains biojewelry artisans, promoting income generation for hundreds of artisans in Parintins.
The “Olhos da Floresta” program encourages the guaraná production chain in Amazonas, benefiting more than 350 producing families. Recently, Coca-Cola invested R$3 million, totaling R$18 million since the beginning of the project, which supports direct purchases from families and the structuring of the production chain.
In addition to sustainable development programs, the company has also supported cultural events in the Amazon, including the Parintins Festival. As an official sponsor of the festival for 28 years, Coca-Cola Brazil has invested more than R$30 million in recent editions. This year, the “Recicla, Galera” program promotes the correct disposal of waste, strengthening the sustainability of the event. The goal is to collect and recycle 8,000 tons of waste, generating jobs and income for local waste pickers.
During the Parintins Festival, Coca-Cola Brasil will launch the campaign “United for the world we want”, created by Edelman and produced by the BananaBr agency. The campaign, with a vibrant visual identity, unites Caprichoso and Garantido fans in favor of sustainability. The campaign film will be broadcast on Grupo A Crítica channels and on Coca-Cola Brasil’s social networks.
“ESG is at the heart of our strategy. Only through collective action, in partnership with allied organizations, the community, our customers and governments, can we become a better company, doing business the right way and collaborating for ‘the world we want’. In this campaign, we celebrate how this collective union creates a wave of powerful and positive impact”, said Thais Moraes, Communications Director for Brazil and Southern Cone at The Coca-Cola Company.
Check out the campaign below:
Bradesco
Bradesco celebrates more than 20 years of support for the Parintins Festival with influencers (Photo: Disclosure/Bradesco)
In addition to Coca-Cola, another company that has been strengthening its relations with the region and the Parintins Festival is Bradesco. The bank, official sponsor of the event for 22 years, announced a partnership with the Cunhãs-Porangas Isabelle Nogueira e Marciele Albuquerque Munduruku. During the festival, Bradesco will promote brand actions, including immersive experiences in Amazonian culture and activities on social media.
See the videos published on Bradesco and influencers’ social networks:
During the three-day event, the artists will be the protagonists of the bank’s brand actions. In one of the actions, the formerBBB Isabelle acts as host, leading a group of young creators on immersive experiences in Amazonian culture and behind the scenes of the festival. Among the guests are influencers such as @cecilia, @biavasconcelosg, @joaoalmeidac, @claragnds and @eunonordeste, who will share their adventures with their followers on social media.
Brahma
Brahma produces personalized cans of Bois Garantido and Caprichoso, signed by the artist from Parintins, Ronan Marinho (Photo: Disclosure/Brahma)
A Brahma, which has also supported the event for over 20 years, will introduce the Brahma Trophy, rewarding the winner of the dispute between the Boi Garantido (red) and the Boi Caprichoso (blue), which has been held for 57 editions at the Bumbódromo, in Parintins (AM) , known as “Island of Magic”, located 369 km from Manaus. In addition, the brand will carry out several actions, such as virtual reality videos, beer distribution and interactive activities during the festival.
“As the beer of Brazilian passions, Brahma has supported the Parintins Folkloric Festival for over 20 years, one of Brazil’s greatest cultural heritages, and we want to make 2024 an unforgettable year with actions that pay homage to the rich Amazonian culture and the fervor of the fans do Boi Bumbá”, says Maurício Landi, Brahma’s Marketing Director. “This edition of the Festival will be one of the biggest of all time”, he highlights.
Recognized as a Cultural Heritage of Brazil, the Parintins Folklore Festival begins on the last Friday of June (today), and continues until Sunday, the 30th. The venue for the dispute between the two folklore groups, the Bumbódromo , has a capacity for 35 thousand spectators and receives thousands of tourists from Brazil and the world every year. According to state agencies, during the event, the population of Parintins, an island with just over 115 thousand inhabitants, receives the same number of visitors during the event each year.
Vivo
Vivo renews its sponsorship of the world’s largest open-air folklore show (Photo: Disclosure/Vivo)
To close the brands that will be present at the Parintins Festival, Vivo renewed its sponsorship of the event, highlighting the “Passions of the North, Pride of Brazil” campaign. The brand will promote interactive activations, in addition to reinforcing the connection infrastructure with the 5G network and carrying out electronic recycling actions, rewarding the fans who collect the most electronic waste with a sculpture of the winning ox made from recycled materials.
“It is a great honor to participate once again in such a grand celebration. And to be able to contribute, through the event coverage content and the sponsorship itself, so that the passions of the North connect more and more with the whole of Brazil,” says Marina Daineze, Vivo’s Brand and Communications Director.
With the visual identity of the campaign created by the Curumiz brothers, local artists who have already worked on projects at the Bumbódromo, Vivo will reinforce its brand presence beyond the walls of the festival. During the day, there will be an activation in the square of the Nossa Senhora do Carmo Cathedral that invites the public to play songs that are part of the tradition of the guaranteed and capricious bulls on stylized drums. In addition, people who pass by the square will be able to have their makeup done in blue and red, and also take advantage of the space to rest and recharge their cell phone batteries. As a gift, those who participate in the activations will receive hats and keychains in the shape of the Vivo icon in the colors of each bull. At the Bumbódromo, there will be a special VIP area for guests. At the Port, a stylized setting will be available for photos.
Technical sheet of the Coca-Cola campaign
Client: The Coca-Cola Company
Campaign Concept Agency: Edelman
Chief Strategy Officer Latam: Sergio Sanchez
Latam Strategy Director: David Duarte
Mexico Strategy Director: Patricio Benavidez
Executive Creative Director Latam: Pablo Ferrari
Creative Director (Art): Juan Monroy
Creative Director (Writer): David Mejia
Art Director Brazil: Luiz Almeida
Film Agency: BananaBr
Title: Coca-Cola Parintins
Production Date: June/2024
Creation: André Aires and Rafael Silva
Planning: Rafael Silva
Service: Tathiana Rapuano
Video Producer: BananaBr
Sound Producer: Daniel Lopes
Client Approval: Thais Moraes
*Cover photo: Disclosure/Coca-Cola
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