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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.
Amoo esse Guajará JESUS.
ELE É ÚNICO E PERFEITO!
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?