This is the 32nd time that Omo, a Unilever brand, has topped the ranking
The 34th edition of Folha Top of Mind was held on Tuesday night (22) at Tokio Matine Hall, in São Paulo, consecrating Nike (8%) and Omo (5%) as the winners of the Top of Top special category. This year’s theme was clean energy, and the ceremony also paid tribute to advertising executive Washington Olivetto, who died at the age of 73 in São Paulo on October 13th.
The winning brands are not new to the awards. Both reached the same percentages as in 2023 and tied for the fifth consecutive year, according to parameters used by Datafolha, which interviewed more than 7,500 people aged 16 and over in 171 municipalities in all states and the Federal District to find out “which is the first brand that comes to mind?” in 82 categories of products and services, such as food, transport, shopping and tourism. The survey was created in 1991 and included only 14 categories.
This is the 32nd time that Omo, a Unilever brand, has topped the ranking. The Unilever brand explores the concept “Getting dirty is good”. Nike repeats its performance for the 13th time.
The awards ceremony was attended by the main executives of the most remembered brands in Brazil, market leaders, communication experts and industry influencers.
With more than 65 advertisers, the 2024 edition of Folha Top of Mind was reproduced in a yearbook with 240 pages arranged in a magazine format. The material features the winners, insights into the research and reports on consumer trends, curated by Folha’s editorial team.
