Picnic is already delicious. If it is supportive, inclusive and sustainable, even better! That was the invitation that PepsiCo, one of the largest food and beverage companies in the world, made to fans in celebration of its 70 years of existence. Accumulating brands such as Lay’s, Cheetos, Doritos, Ruffles, Quaker, Kero Coco, Toddynho, Gatorade, H2OH!, Lipton and Pepsi in its portfolio, the group promoted Pic70, a solidarity picnic filled with leisure, relaxation, circus attractions and music, which ended with Lulu Santos performing blind for the first time in her career. The event took place last Sunday (4) at Parque Villa Lobos, in São Paulo (SP), and Adnews was there to record the ESG class given by the company.
PepsiCo’s birthday party provided guests with an environment conducive to enjoying the day and strengthening ties with friends and family, including petsin addition to the opportunity to rethink standards, showing that the greatness and longevity of the group lies in the possibility of creating hope and breaking paradigms, mainly through concepts such as sustainability, inclusion and diversity.
Among the pleasant surprises that Adnews found at the celebration of the group’s 70th anniversary, we would like to mention wheelchair users showing the way to the event’s location; photographic coverage carried out by Galera do Click, a photography school for young people with Down Syndrome; women responsible for park security; extremely helpful and proactive black, white and transgender agents selected by Diversicast; drinking fountains for the pets and a deep harmony between nature and people. An intense sensation, present in the energy and vibration of the event, showing that when a brand wants to transform, it makes it happen.
The group was also careful to seek, whenever possible, solutions with a positive socio-environmental impact throughout the value chain. Three partner institutions of the company were involved in the process: Coopercaps, with waste collection and disposal; Feira Preta, with indication of suppliers; and Gastromotiva, which acts in the fight against hunger and participated in various ways. The income raised from ticket sales and donations from the public was directed to Gastromotiva.
Joining forces with institutions
The event was held on behalf of Gastromotiva, an institution created by David Hertz, which offers professional training for its students to become entrepreneurs, assistants and chefs, replicators of its methodology. For the event, Gastromotiva’s charitable cooks prepared some delicacies that accompanied the PepsiCo products at the picnic: Toddy’s brownies, Quaker Oatmeal cookies and apple cake, in addition to man, dip of tomato and garlic mayonnaise to dip the snacks. In all, more than 7,500 items were produced.
Throughout the event, the public was encouraged to make donations as individuals to Gastromotiva, which also offers free meals to people in situations of food vulnerability. The PepsiCo group has been a partner of Gastromotiva since 2021. Together, they have already distributed more than 330,000 meals, positively impacting more than 70,000 people in the country.
Meanwhile, Coopercaps was responsible for collecting and disposing of garbage, and collected around 367 kg of waste generated during the event. PepsiCo’s 70th anniversary received the Neutral Event seal, awarded by Carbon Fair, for assuming the commitment to reduce and offset carbon emissions, supporting certified environmental projects. The event emitted around 16,380 kg of CO₂, which was directly offset through carbon credits. In addition, it also received the I am Waste Zero seal, as all the waste generated was correctly disposed of, supporting the collectors’ cooperative. Both seals were awarded by Eccaplan Soluções em Sustentabilidade.
“Receiving these seals during our great celebration event reinforces PepsiCo’s commitment to caring for people and the planet while producing food and beverages that are admired by Brazilians”, says Alexandre Carreteiro, CEO of PepsiCo Brasil Alimentos.
Feira Preta, on the other hand, provided indications of suppliers in its network. The t-shirts for the event were produced by entrepreneurs from the ecosystem created by Adriana Barbosa, and the pre-event publicity photos were taken by the Angolan photographer Venâncio Evensen, who was also indicated by her. To close the list of partnerships with a golden key, women who had left the prison system worked on the organization of picnic baskets sent to influencers.
“It’s exciting to put an entire ecosystem at the service of the changes we need to make happen in the world. In this way, PepsiCo will continue to bring smiles to celebrations in Brazil for decades to come. May we have more and more to celebrate”, says Ricardo Maldonado, President of Beverages at PepsiCo for Latin America Southern Cone.
Good song and a little surprise at the end
To complete the delightful atmosphere at Parque Villa Lobos, Pic70 featured performances by Samba de Dandara and singer Mariana Aydar, and with a super setlist by DJ Zé Pedro. But, what the public wanted to know was the attraction that would be behind the curtain of a huge stage, where PepsiCo promised a surprise show.
The delirium was complete when master Lulu Santos played the first chords. Accustomed to blind presentations for occupying the jury chair of the reality musical The Voice Brasil, from Globo, 11 years ago, this was the first time that the singer, who has the same 70 years as the company, lived the experience on his own skin.
“For the first time, at the age of 70, I performed for an audience that didn’t know I was on the other side of the curtain. I felt butterflies in my stomach”, said the singer, moved, after the show for around 2,500 people.
May we have more events and examples like PepsiCo’s, generating opportunities, making our country develop, transforming society and creating a more open and close dialogue, through communion and respect. For the demonstration of acceptance with all audiences, the company deserves our recognition and admiration.
* With the collaboration of Jessica Bitencourt
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