In 2024, there will be more than 100 million units of licensed products from companies such as Coca-Cola, Havaianas, Natura, Trident and Volkswagen
Rock in Rio has presented the licensed and official products for the festival’s 40th anniversary edition. There will be 300 products from 25 brands across 20 categories, six more than in 2022. Over the course of its editions in Brazil, the festival has already reached the mark of 3,600 licensed products.
The 2024 edition will feature around 36 million KitKat chocolates, 35 million Coca-Cola cans, 10 million Trident chewing gum, six million Seara sausage packages and an exclusive line of Volkswagen Polo Rock in Rio cars, totaling more than 100 million units of licensed products.
Among food, caps, hats and visors, glasses and watches, soft drinks, clothing, oral hygiene, flip-flops, beauty products, cars and chewing gum, the products will be available all over Brazil. “Anywhere in Brazil, someone will be able to have a Rock in Rio product and the licensed product brings the brand closer. Especially when you’re talking about an event, we can’t get caught, but the product can. Someone can get a can, wear a T-shirt, put on a pin or drive a car,” says Ana Deccache, marketing director of Rock World.
The licensing, carried out in partnership with Angra Marcas, includes brands such as Bob’s, Boneleska, C&A, Chilli Beans, Coca-Cola, Colgate, Ellus, Engov After / Hypera, Frankie Amaury, Glück, Havaianas, Icebrg, iFood, Ímãs do Brasil, KitKat, Lupo, Natura, Pierim, Seara, Tagima, Trident, Volkswagen and Yuool.
One of the new features is that the festival will add a marketplace to iFood with products from partners and restaurants that will be at Cidade do Rock. In addition, consumers will be able to unlock exclusive content with artists who will perform at Rock in Rio in September.
In addition to licensed products, the festival also has official Rock in Rio products available for purchase on the website and others only inside the Cidade do Rock. “Since 1985, we have treated Rock in Rio as a brand and, over the years, we have managed to build a legion of fans of the Rock in Rio brand, in addition to fans of the artists. We see this even with people with Rock in Rio tattoos, showing how much we have managed to become a Love Brand”, says Luis Justo, CEO of Rock World, the company that manages Rock in Rio.
Brands are increasingly present at the festival for different reasons, one of which is their identification with Rock in Rio. “Brands have understood that our own brand generates value in their products, due to the visibility that Rock in Rio has throughout Brazil. This reinforces what we have been doing, which is building a brand in its own right over these 40 years, beyond the musical content that will be played at that specific edition of the festival,” concludes Justo.
