São Geraldo - In São João We Dress de Northeast

Commemorative packaging of a traditional São João

For the project, São Geraldo chose to pay homage to one of the region's most important popular festivals, São João, by using nine themed 350 ml cans of its cashew soft drink, each representing one of the nine states of Northeast Brazil. The cans feature pop illustrations representing artists, characters, architecture and regional symbols, emotionally connecting consumers. As well as highlighting the Northeast's cultural identity, the cans are recyclable and can be used as decorative items. The campaign celebrates local traditions, standing out for its innovation and respect for the cultural diversity of each region.