Folha Top of Mind Award Celebrates 25 Years of Brand Memory Survey

10/28/2015 - 09h57

Businessmen, executives and advertisers from the country's main companies participated in the 25th edition of the Folha Top of Mind Award, Brazil's highest award paying tribute to the most memorable brands.

Five of them shared the main prize, according to Datafolha survey of 8142 people conducted in 244 municipalities across the country: Coca-Cola, Nestlé, Nike, Omo and Samsung won the Top of the Top.

The event was held on Monday (26) at Tom Brazil, in São Paulo, with the attendance of approximately 1,000 guests. Pedro Abondanza, senior marketing manager for Coca-Cola Brazil, said that "being Top of the Top means having achieved it [recognition] with great success. For this we continue to invest in communication, marketing and products."

Yasmine Antacli, marketing manager for OMO, believes the brand "is in the consumer's mind for so long that it shows that we deliver products that make a difference in the consumers' lives."

Even with the crisis, "we find a way, we set the most reasonable plan possible to approach the consumer to be in the 2016's Top of Mind Party again," said Lota Ferraz, Media Manager at Nike.

"Only an Institute with Datafolha's credibility can give a reliable measure to our work. It's a great recognition for marketers, "said Luiz Lara, a partner at Lew'Lara\TBWA.

There were 50 categories in the 2015 Datafolha survey, conducted from May 3 and August 8.

Travel agency CVC, the winner in its category, celebrated the award: "to be Top of Mind is a goal of the company. The poll is reliable and conducted throughout Brazil," said marketing director Marcelo Oste.

Translated by JULIANA CALDERARI

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