At Rock in Rio, Coca-Cola Brasil reinforces its partnership with Ação da Cidadania in the campaign "A Better World is a World Without Hunger," launched by the festival. The campaign seeks to raise the equivalent of 2 million plates of food until September 13, the last day of shows. The brand participates in the initiative at the City of Rock and will contribute R$100 thousand for engagement actions.
The institutional partnership between Coca-Cola Brasil and Ação da Cidadania has existed since the covid-19 pandemic. However, Rock in Rio 2026 marks the first direct mobilization of festival participants for donations. Those visiting the City of Rock can donate any amount at the Ação da Cidadania booth, through a QR code available at the location.
The Director of Sustainability at Coca-Cola Brasil, Katielle Haffner, stated that the intention is to bring the strength of the Coca-Cola brand to give visibility to an important social cause and engage the audience. The brand's support also includes recycling actions and social impact, as indicated in the article title.
