The Guaraná Jesus soft drink brand is an icon in the northeastern Brazilian state of Maranhão. The drink is a local tradition and Maranhão residents take great pride in it. A wide-ranging marketing strategy was created to enhance brand identity involving surveys of Guaraná Jesus consumers, sellers and even manufacturers. The new brand identity and the new can design were chosen through internet voting and SMS messages resulting in over 12,000 votes collected. This marketing initiative generated high mobilization levels and the branding work helped to bring the Maranhão people together to strengthen their traditions. The can design chosen conveys the typical Portuguese colonial tiles found in the state capital city, São Luís.