Brazilian Created A Pink Soda That Became So Successful That Coca-Cola Bought His Brand

Written by Romário Pereira de Carvalho

Published on 09/05/2025 at 19:11

Updated on 09/05/2025 at 19:12

Créditos: Unsplash

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Created by a Maranhense pharmacist, Guaraná Jesus overcame generations, won 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 most well-known soft drinks in Brazil. Created in Maranhão, it became a symbol of regional identity and crossed decades maintaining its original characteristics, even after being bought 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 hard work, he bought his own pharmacy, called Galvão.

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There, he began attempts to create a soft drink. The first recipe was not pleasing, it turned out bitter. But persevering, he arrived at the final formula of Guaraná Jesus, with a sweet and unique flavor.

The success was immediate. The soft drink, with its characteristic flavor and unusual color, quickly captured the consumers.

Decades later, local fame caught the attention of Coca-Cola. In 1980, Jesus’s family sold the formula to the Companhia Maranhense de Refrigerantes, then a franchise of the multinational. In 2001, Coca-Cola itself took over production rights.

Even with the change of control, one point was maintained in the contract: the soft drink should retain its registered trademarks. This included the name “Jesus,” the pink color, and the visual style that refers to Maranhense culture.

In 2008, Coca-Cola held a public contest to renew the label. Three options were presented. The people of Maranhão chose the winning artwork, inspired by the typical Portuguese colonial tiles of São Luís.

Today, Guaraná Jesus remains a unique beverage in the market. More than just a soft drink, it has become a cultural symbol of a people who take pride in their history and tradition.

With information from Gazeta de São Paulo.

2 Comments

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Ivana

#133789

10/05/2025 23:21

Amoo esse Guajará JESUS.
ELE É ÚNICO E PERFEITO!

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Anderson Roque Kemmrich

#133781

10/05/2025 22:21

Já tinha ouvido falar desse refrigerante cor de rosa, só que aqui em Santa Catarina não está a venda. Será que a coca cola tem planos de expandir as vendas pro sul do Brasil?

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Brazilian Created A Pink Soda That Became So Successful That Coca-Cola Bought His Brand

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Brazilian Created A Pink Soda That Became So Successful That Coca-Cola Bought His Brand

Created by a Maranhense pharmacist, Guaraná Jesus overcame generations, won consumers with its sweet formula and pink color, and kept its identity alive even after being bought by Coca-Cola

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Brazil will harvest a record crop of up to 357 million tons of grains, but it does not have the capacity to store a large part of it. The storage deficit has reached the highest level in history and is equivalent to almost the entire production of Argentina.

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