The brand also distributed around 12 thousand packages of silk, among other actions
aLeda arrived at the Coala Festival 2024, which took place last weekend, to celebrate the event’s tenth anniversary and celebrate the company’s 18th anniversary with activations. During the three days of the festival at the Memorial da América Latina, in São Paulo, uniformed promoters distributed around 12 thousand packages of the French paper silk, aLeda Limited Edition, created especially for the anniversary. The festival’s dressing rooms featured a mini aLeda tobacco shop.
“Music, art and culture are elements that speak very directly to our product line. We want to connect more and more with artists and fans, making these moments even lighter and more enjoyable”, says Giorgio Volonghi, partner at aLeda and CEO of the HBT group, which controls the brand.
The brand also launched its vending machine, with items such as cigarette holders, filters, lighters, caps and cellulose silk developed exclusively for the Coala Festival, with personalized packaging in black and off-white options.
“We thought of this action to make our consumers’ lives easier, especially at big events. A machine that brings convenience and ease to those who are without their silk at that special moment”, says Nathalia Cajueiro, head of marketing at aLeda.
