On Sao Paulo’s 458th birthday, Brazilian soft drink brand Itubaina paid homage to the city by organizing a flashmob in Sao Paulo’s signature locale Mercadao (Sao Paulo Municipal Market). Itubaina’s retro girls distributed cupcakes while thousands of proud Sao Paulo citizens sang happy birthday to their beloved city.
Itubaina was a popular soft drink in Brazil in the '40s and '50s. Having marked the Brazilian psyche with its beer bottle shape and fruit-filled taste, the popular drink returned to the shelves as Itubaina Retro reminding the Brazilians of the good old times.
Sao Paulo’s municipal market, the Mercadao, is the city’s signature building, bringing together the city’s various culinary traditions. Mercadao was the perfect place for Itubaina’s comeback flashmob paying homage to its home city on its 458th birthday.