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Created by a pharmacist from Maranhão, Guaraná Jesus has survived generations, won over consumers with its sweet formula and pink color, and kept its identity alive even after being bought by Coca-Cola.
Sweet, pink and with a striking label, Guaraná Jesus is one of the best-known soft drinks in Brazil. Created in Maranhão, it has become a symbol of regional identity and crossed decades maintaining its original characteristics, even after being purchased by a multinational.
It all started with Jesus Norberto Gomes, a young man from the interior of the state. Born in Vitória do Mearim, he moved to São Luís at the age of 14.
He got his first job in a pharmacy, where he learned formulas and recipes. With effort, he bought his own pharmacy, called Galvão.
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There, he began trying to create a soft drink. The first recipe was not to his liking, as it was bitter. But with persistence, he arrived at the final formula for Guaraná Jesus, with a sweet and unique flavor.
The success was immediate. The soft drink, with its characteristic flavor and unusual color, quickly won over consumers.
Decades later, local fame caught the attention of Coca-Cola. In 1980, the Jesus family sold the formula to Companhia Maranhense de Refrigerantes, then a franchisee of the multinational. In 2001, Coca-Cola itself took over the production rights.
Even with the change of control, one point was maintained in the contract: the soft drink would have to keep its trademarks. This included the name “Jesus”, the color pink and the visual style that refers to the culture of Maranhão.
In 2008, Coca-Cola held a public contest to renew its label. Three options were presented. The people of Maranhão chose the winning design, inspired by the typical Portuguese colonial tiles of São Luís.
Today, Guaraná Jesus continues to be a unique drink on the market. More than just a soft drink, it has become a cultural symbol of a people who are proud of their history and tradition.
With information from Gazeta de São Paulo.
I had already heard about this pink soda, but it is not for sale here in Santa Catarina. Does Coca-Cola have plans to expand sales to the south of Brazil?
I love this Guajará JESUS.
HE IS UNIQUE AND PERFECT!