Sumol: Shining in the sun for 70 years | Beyond Imagens de Marca

Opinions are divided between Sumol Orange and Sumol Pineapple, but regardless of tastes, we're talking about a brand that has spanned generations. This year, Sumol completes 70 laps around the sun and to celebrate it has launched the new campaign "Whenever the sun shines, Sumol" and also a new brand identity. Inspired by one of the biggest hits in Portuguese popular music, by Marco Paulo, the campaign invites consumers to be authentic and aims to reach wider age groups. Although it is a timeless brand that speaks to all ages, the communication focuses on the younger generation with various experiences such as Sumol SnowTRip in Andorra in the winter and Sumol Summer Fest in Costa da Caparica in the summer. A strategy that has allowed the brand to modernize and rejuvenate over time.
In this episode of the series “Beyond Imagens de Marca”, we spoke to Miguel Garcia, Sumol's marketing director, who told us about the 70th anniversary celebrations and the brand's main activations