The City of São Paulo announced the suspension of the agreement that would allow Pepsico to rename Largo da Batata, in Pinheiros, as “Largo da Batata Ruffles”. The contract, which involved the revitalization of the space with the installation of leisure equipment and a playground, generated great repercussion on social media and led to the municipality’s retreat.
The proposal included improvements to the public space in exchange for the use of the name in the brand’s advertising actions. According to Pepsico, the agreement did not represent an official change in the name of the square, but a term of cooperation that complied with legal procedures. However, the project was criticized for violating the Clean City Law, which regulates the display of advertisements in public spaces in São Paulo.
“The City of São Paulo informs that it has rendered void this Thursday (12) the Donation Term No. 06/SUB-PI/2024 aiming at document reanalysis and time for the Urban Landscape Protection Commission (CPPU) to demonstrate respect for the partnership proposal for Largo da Batata”, said the city hall, in a statement.
The contract provided for an investment of R$1.1 million over two years, considered modest for the visibility obtained by the brand. After the case was publicized and the public reacted, the city hall informed that the agreement will be reevaluated by the Urban Landscape Protection Commission (CPPU).
Pepsico stated that it awaits the position of the competent bodies to decide the next steps of the initiative.
