How are brands activating?

Medium & Message

May 2, 2024 – 4:58 p.m.

Last week, O Boticário announced that it will be the official beauty brand of the Parintins Folkloric Festival. The 57th edition of the event will be held between June 28th and 30th. Boticário has supported the Festival since 2018, but this year, it decided to embrace the beauty of the festival with actions before, during and after the party. The brand will even use the blue and red, characteristic of oxen, for its visual identity.

At the beginning of this week, it was Coca-Cola’s turn to present its actions. The company is also a recurring partner of the Festival. According to internal data, in the last ten years, more than R$30 million would have been invested in actions such as correct waste disposal and media activations.

This year, the company will be at the party through the Guaraná Tuchaua brand, which was acquired in 2015 by the Coca-Cola Company. The soft drink will have themed cans in honor of the Bois Caprichoso and Garantido fans, with the theme “O Guaraná da Galera”.

Broadcast of the Parintins Festival 2024

Another new feature this year is transmission. This Thursday, the 2nd, the governor of Amazonas, Wilson Lima announced that Rede Globo will show the Festival. The broadcast will be carried out by Rede Amazônica, Globo’s partner in the northern region, and Globo for the other regions.

At the beginning of the night, Globo sent a statement confirming the broadcast of the party. There will be three days of full broadcast, from June 28th to 30th, on Rede Amazônica, Multishow and Globoplay, with an open signal for non-subscribers.

On open TV, the entire country will be able to watch a compact of the best moments of the festival on July 7th.

Sponsors and investment

According to an estimate made by the Secretariat of Culture and Creative Economy of Amazonas, the sponsorship budget for the Caprichoso and Garantido oxen for the Festival should reach R$15 million.

The mayor of Parintins, Bi Garcia, stated at a press conference that each bumbá should receive around R$20 million. Fundraising is done by Maná Produções, whose contract will expire after the party. The mayor also announced an investment of around R$400,000 to assemble the structure and R$150,000 to pay the jurors.

In addition to Coca-Cola and O Boticário, other brands are presented as sponsors such as PagBank, Beats (Ambev), Fametro, Reals and Kallas.

Isabelle Nogueira Effect

One of the Festival’s stars will receive special attention this year. Isabelle Nogueira, sister-in-law of Boi Garantido, participated in Big Brother Brasil 2024 and won third place.

In the early hours of Wednesday, the 1st, she made her first performance with Garantido after the program, at Festa da Alvorada. The short video platform Kwai, which was a sponsor of BBB24, took the opportunity to pay tribute to the former participant, in an action developed in partnership with BETC Havas. The social network also set up a page with content related to the influencer and the Festival.