Over the past 18 years, Blue has revolutionized the national beverage industry by becoming the first 100% Angolan soft drink brand and the first to conquer international markets. To mark its coming-of-age, Blue gathered today at Refriango’s headquarters with employees, friends, and artists who have made this brand a generational reference for Angolans. With joy, fun, and a lot of energy, Blue enters adulthood with its eyes set on the future.
Luanda, November 23, 2023 – Since 2005, Blue has been part of every Angolan’s life. The innovative and rebellious spirit of Refriango's brand has solidified a unique success story in the country, both industrially and commercially. "Blue Makes the Party," Blue reiterated today, recalling the numerous moments that marked its journey and that have moved Angola over the last 18 years.
At Refriango, personalities like singer Ary joined this special moment of Blue, either in person or through video messages. Ary, who was the face of "Blue Ary" (lime ginger and guava ginseng flavors), a special edition for the brand’s tenth anniversary in 2015, was among those celebrating.
Among the guests were also participants from the many initiatives Blue has promoted among young Angolans since 2005. Maria Mussolovela, a notable winner of a school competition where she won an internship at Refriango, was present. She later became the presenter of the "Onde Está a Maria" segment on Blue FM and later Brand Manager of the brand.
Cláudio do Pânico, the big star of "DJ Battle Blue," Telma Lee from "Canta com a Blue," Chris Brayner, winner of the "Bluetuber" contest, and Dilson Maravilha, winner of "Blue Dance Like You," were just a few of the many Angolans that Blue has influenced throughout its journey, and who made sure to mark their presence and recall all the great moments.
During the conference, Refriango recalled the most significant steps in Blue's 18 years, remembering that when it first launched in 2005, it was the first 100% locally produced and marketed soft drink in the country, offering unique flavors.
The success was immediate, and it quickly broke borders. In an audacious move, in 2009, Blue became the first soft drink produced in Angola to internationalize, with exports to Mozambique, Cape Verde, and Portugal. By 2013, it expanded into new markets such as Namibia, China, and the Republic of Congo, reiterating the brand’s quality, the production capabilities of Refriango, and the potential of Angola's beverage industry.
2009 also marked the launch of the iconic campaign "Tá Tudo numa Blue," which many Angolans still remember and sing. With a festive, joyful, and fun spirit, this drink has been climbing the national market, with more than 80% recognition from consumers.
As part of its ongoing strategy to diversify flavors and product ranges, in 2013, Blue Polpa soft drinks joined the Blue family. Just two years later, the International Quality Institute Monde Selection awarded Blue Polpa Orange and Blue Polpa Pineapple gold medals. In the same year’s Monde Selection World Quality Awards in 2015, Blue Passion Fruit brought Angola the top award, the “High Quality Trophy.”
Awarded worldwide, the brand born in Angola has made life for Angolans an ongoing celebration, embracing music and dance as powerful cultural forces. Over the past 18 years, pioneering initiatives such as Festsmile, Festa da Música Blue por Angola, Blue Dance Battles, Blue Festival, Road Show Blue, and the legendary Blue FM radio have kept the country moving.
Beyond the dance floors and stages, Blue also engages in important educational initiatives. In 2021, the brand launched "Turma da Blue 'Prova que Sabes.'" This initiative started on social media with explanations on how to speak Portuguese correctly. This segment is led by Josemara Mateus, who produced content spontaneously and was invited by Blue to make "Portuguese Tips" for the brand’s page. Last year, Turma da Blue "Prova que Sabes" evolved into an inter-school competition format.
Dynamic and competitive, Blue is also an inseparable brand in national sports. In 2013, Refriango launched the social responsibility project voleiBlue, which has since organized interschool championships impacting 3,000 students between the ages of 8 and 12 annually. VoleiBlue inspired the creation of Blue Vólei Clube in 2016, which not only revitalized national volleyball but also brought several first-place finishes in international championships to Angola. In 2018, voleiBlue was recognized with the Sirius Award for Best Social Responsibility Project in the country.
The list of successes and initiatives from Refriango's brand is long and "testifies to an impressive journey full of vitality that celebrates the best in us," exclaims Núrea Silva, Brand Manager of Blue. "We are a brand made by Angolans for Angolans, and as such, we do not fear challenges; we face them with this strength and joy that characterizes us and takes us further. In Angola, Blue is the soul of the party; it makes us live intensely and embrace the good side of life. We enter adulthood proud of this inexhaustible energy that creates new, irreverent consumption experiences and, through its actions, has a significant generational impact."
Tânia Jardim, Marketing Director at Refriango, shares the enthusiasm and reaffirms the place that Blue has earned in the last 18 years. "Blue has always represented this freedom to dream and use creativity to innovate. It was a pioneering brand in many ways: it was the first soft drink to be produced in Angola, the first to be exported, the first to diversify its offerings at a completely new level, and it has long won the hearts of Angolans. At the same time, Blue has always given a voice to its fans with multiple initiatives and activities where young people show that they are an endless source of talent. We are a brand that seeks to be attentive to the needs and trends that resonate with our consumers in a very specific age group, adolescence. Being on digital platforms with relevant content is essential for this brand. We were the first brand on TikTok in Angola and brought this platform to television with a TikTok dance contest two years ago. In sports, we created opportunities for children and teenagers to develop in volleyball, we restored sports structures in several schools, and we trained coaches. We also promoted educational initiatives like Turma da Blue, where hundreds of Angolan students develop unique skills in a spirit of inclusive and positive competition that contributes to the country's development. Eighteen years ago, Blue started a great story that makes us proud. But the party is just beginning!"
Since 2005, Blue has been offering seven flavors. The latest, Blue Surpresa, was launched in July this year, another bold move from the brand, offering a flavor left undefined, encouraging consumers to choose “what the new Blue tastes like.” For 2024, Refriango's iconic soft drink brand will continue to surprise, always focused on staying close to and committed to Angola's youth.
