São Paulo, September 2026 – Rock in Rio 2026 will be the setting for experiences that go far beyond music. Trident, from Mondelēz Brasil, and Johnnie Walker, from Diageo, arrive at the festival with activations that explore different ways of connecting with audiences, bringing proprietary experiences to Cidade do Rock built around their respective brand territories. While Trident presents its new “Que se Masque” platform with an experience inspired by ballroom culture, Johnnie Walker, the festival’s official whisky, is betting on an exclusive bar in the VIP area, featuring signature drinks and special elements designed to accompany audiences throughout the night.
Trident Turns Chewing Gum into an Attitude with “Que se Masque”
After making an appearance at The Town 2025, Trident returns to major festivals with the “Que se Masque” platform, inviting audiences to set aside the small pressures of everyday life and experience every moment with greater freedom, attitude and authenticity.
At Rock in Rio, the concept comes to life through the Trident Ballroom Experience, a space created by Musicalize and inspired by ballroom culture, a movement that originated in New York and influenced different forms of pop culture, including music, dance, fashion and behavior. The experience invites participants to take over the dance floor, explore different forms of expression and turn chewing gum into a collective moment of fun and self-expression.
Throughout the festival, sessions led by DJs and masters of ceremonies will encourage audiences to leave the pressure outside and take part in activities inspired by the ballroom universe, featuring performances, poses, dancing and interaction. At the end, participants will be able to capture the experience in personalized content to share on social media.
The experience also extends beyond the activation itself. Throughout the sessions, participants who stand out for their attitude, creativity, presence and authenticity may receive special gifts, such as exclusive shoulder bags and fans used during the performances. In total, the expectation is to distribute approximately 30,000 gifts over the festival’s seven days, including Trident products, and welcome around 400 participants per day to the activation.
“We are not coming to Rock in Rio simply to be present where everyone else is. The festival is the ideal stage to introduce ‘Que se Masque,’ our new platform that turns chewing gum into the attitude of someone who wants to let go of the pressure of everyday life. Cidade do Rock is exactly the perfect territory for this because it is where people feel freer to live in the moment in the most authentic way, without following scripts, enjoying themselves in their own way,” says Ana Assis, Marketing Director for Candy and Gum at Mondelēz Brasil.
Trident’s presence at the festival will also extend to retail shelves with a limited-edition packaging collection inspired by typical festival situations. The five versions feature phrases such as “You lived it up and didn’t post it? Que se masque!”, “You didn’t know the lyrics but sang anyway? Que se masque!” and “You danced off-beat and went viral? Que se masque!”, reinforcing the idea of celebrating spontaneous moments and putting aside concerns about being judged.
The campaign stars Marina Sena, chosen for her personality and creative freedom, and features an influencer strategy by BR Media. The “Que se Masque” platform was recently launched in Latin America in a campaign starring Maluma, with the creative concept developed by Pop30, Publicis Groupe’s bespoke agency for Mondelēz Brasil.
Johnnie Walker Celebrates Music with Exclusive VIP Bar
As the official whisky of Rock in Rio 2026, Johnnie Walker reinforces its presence in the music and entertainment space, having participated in the festival for eight editions. This year, the brand will have an exclusive bar in Cidade do Rock’s VIP area, created to place the consumption experience at the center of the brand’s presence.
The space will offer four drink options: Johnnie Red Guaraná, Johnnie Citrus, Johnnie Black Coconut Water and Johnnie Black Penicillin, expanding the brand’s consumption possibilities during the festival and combining different flavor profiles with the dynamics of the event.
The experience was also designed to accompany audiences beyond the bar. The drinks will be served in a Glorifier developed especially for the occasion, and from 6:30 p.m. onward, the cups will feature a luminous coaster that lights up during the night. In this way, the visual element travels with consumers throughout Cidade do Rock and extends the brand’s presence throughout the festival program.
The choice of the festival reinforces Johnnie Walker’s global strategy of connecting with music and entertainment, territories linked to its Keep Walking positioning, which represents movement, progress and transformation.
“Music has always been an important territory in Johnnie Walker’s history and one of the most powerful cultural expressions of progress, bringing the spirit of Keep Walking to life. It is a space for celebration, movement and energy, where the brand connects purpose and experience in a genuine way. As the official whisky of Rock in Rio, Johnnie Walker is part of the VIP space, elevating the consumption experience and reinforcing its connection with the atmosphere of the night,” comments Isabela Elias, Head of Johnnie Walker in Brazil.
The brand’s presence will also feature partner talents, including actors João Vicente de Castro and Pedro Novaes, as well as Luisa Sonza, who is also part of the festival lineup and will perform on the Mundo Stage on September 7.
ATENAS.ag, a Brand Experience agency, is responsible for planning, creation and execution of Johnnie Walker’s presence at Rock in Rio 2026.
With distinct approaches, Trident and Johnnie Walker leverage Rock in Rio’s cultural scale to turn their brand presence into experiences that go beyond traditional exposure, connecting products, entertainment and behavior to the different moments experienced by audiences at Cidade do Rock.
