The Guarana Jesus soft drink brand is an icon in the northeastern Brazilian state of Maranhao. The drink is a local tradition in which Maranhao residents take great pride. Guarana Jesus consumers, sellers and even manufacturers were surveyed to create a marketing strategy which enhances brand identity. The new brand identity and can design were chosen through internet voting and SMS messages, with more than 12,000 votes collected. This marketing initiative generated high mobilization levels and the branding work helped to bring the Maranhao people together by strengthening their traditions. The can design chosen conveys the typical Portuguese colonial tiles found in the state capital city, Sao Luis.
Credits: Leandro Pierucci, Leonardo Lanzetta, Daylton Almeida, Vanessa Freire, Fabiana Brito, Rodrigo Rabello, Mário Mendonça, Alexandre Coreixas, Roberta Loyola, Márcia Tabajara and Sônia Carolina Batista of Dia Comunicação (Brasil)
