The Town and Rock in Rio festivals drive cultural and brand engagement in Brazil

The Brazilian music festival landscape, highlighted by The Town and Rock in Rio, continues to drive significant economic and cultural impact. The Town, created by Roberto Medina, held its second edition in September 2025 at the Autódromo de Interlagos. This edition introduced the Quebrada stage, focused on peripheral culture and rhythms like samba and funk, and implemented structural improvements to stage positioning and digital ticketing via the Quentro platform.

From a brand perspective, the festivals serve as critical touchpoints for long-term engagement. Mondelēz Brasil’s Trident brand, which has participated in festivals since 2011, utilized insights from The Town 2025 to evolve its strategy for Rock in Rio 2026. The brand focused on the ‘Que Se Masque’ campaign, emphasizing authenticity and integrating brand experiences throughout the consumer journey to strengthen its connection with diverse generations of festival-goers.