The first edition of the festival will take place in September, at the Interlagos Circuit, in So Paulo.
Mondelz Brasil confirmed its presence in the first edition of The Town through two brands in its portfolio, Club Social and Trident, which will be the official supporters of the event to take place in September, at the Interlagos Circuit, in So Paulo.
In the case of Club Social, the brand is present with the positioning #PartiuPraNoParar, which aims to encourage work and roles.
We want our brand to be an inherent part of urban culture, which is why it makes so much sense for us to be part of the festival that will celebrate these manifestations. Club Social feeds consumers’ journey so they don’t have to stop and that’s what we want to propose at the event, explained Felipe Pedrolli, Cookies Marketing Director at Mondelz Brasil.
For Trident, its presence at the festival is part of its strategy to be present in environments that speak to young audiences and reinforce the brand’s presence in music. For The Town, the brand will have a campaign and a special edition with packaging from the 14-unit Trident line, which will honor the main tourist attractions in So Paulo.
Much more than chewing gum, Trident is an ally to live the most of experiences, unlocking a more positive attitude always. In order for this to happen in the most authentic and genuine way possible, it is essential that we be present in these, which are the great moments of celebration for our consumers. We are excited about the partnership and looking forward to the days of great music. More than being present, Trident now wants to unlock play at The Town, said Anna Carolina Teixeira, marketing director for candies and gum at Mondelz Brasil.
For the first edition, The Town still has Heineken, Ita, Seara, Porto, Vivo and Riachuelo as official sponsors; Red Bull, Movida, Estácio and LATAM as supporters of the event; and the newspapers Estado de So Paulo, O Globo and Folha de So Paulo and Eletromidia as a media partner, in addition to Tik Tok as a content partner.