US EditionLargo da Batata Ruffles: São Paulo city hall grants PepsiCo iconic Pinheiros area, but backs down after criticism
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After receiving several criticisms on social media, the São Paulo City Hall decided to cancel the agreement with Pepsico, which aimed at creating the advertising campaign “Largo da Batata Ruffles”. The city administration confirmed that the name of the square will remain unchanged. The donation, which was valued at over R$ 1.1 million, included the city's responsibility to oversee activities related to the project, with an expected duration of 2…
'Largo da Batata Ruffles': amidst criticism, São Paulo's city hall retreats from renaming the region
The concession would yield 1.1 million to the municipal coffers over a two-year period; 'banana price', says councilor
Contract, without a bid, provided that the brand would take care of the space, in Pinheiros, for two years; gym equipment and 'Instagrammable sign' would have the visual identity of the product. The São Paulo City Hall backed down from the project to transfer Largo da Batata, in Pinheiros, to PepsiCo. The place would become “Largo da Batata Ruffles”, with the possibility for the company to explore the brand throughout the space, with “Instagramm…
São Paulo City Hall reported that it invalidated the partnership with PepsiCo that would make Largo da Batata called? Ruffles Potato Square?.
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