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rs_preserve" data-link data-action="less"> <span class="u-sr-only">Diminuir fonte</span> <svg xmlns="https://www.w3.org/2000/svg" width="24" height="24" viewBox="0 0 24 24" version="1.1" class="icon icon--font-size-less " aria-hidden="true"> <path d="M2.56 17.759L6.367 6h3.298l3.806 11.759V18h-2.827l-.753-2.485H5.933L5.198 18H2.56zm6.69-4.433L7.912 8.875l-1.338 4.451zM16.274 11.143h5.166v2.228h-5.166z"/> </svg> </a> </li> <li> <button class="c-more-options__button rs_preserve" data-link data-action="more"> <span class="u-sr-only">Aumentar fonte</span> <svg xmlns="https://www.w3.org/2000/svg" width="24" height="24" viewBox="0 0 24 24" version="1.1" class="icon icon--font-size-more " aria-hidden="true"> <path d="M1.815 17.759L5.603 6h3.281l3.788 11.759V18H9.859l-.75-2.485H5.171L4.441 18H1.815zm6.657-4.433L7.14 8.875l-1.331 4.451zm7.057-2.356h2.36V8.571h1.937v2.4h2.359v1.746h-2.36v2.712h-1.937v-2.712h-2.359z"/> </svg> </a> </li> </ul> </div> </div> </div> <div class="col col--md-1-1 col--lg-12-18"> <div class="c-news__content"> <div class="c-news__body" data-news-content-text data-disable-copy data-continue-reading data-continue-reading-hide-others=".js-continue-reading-hidden" itemprop="articleBody"> <p>Nunca foi tão urgente falar da importância de uma transição energética justa. Mais do que falar, é preciso mostrar o que está sendo feito e conscientizar as pessoas sobre a importância de cada uma delas nesse processo.</p> <p>Foi justamente o que fez a Petrobras ao reposicionar sua marca e assumir seu papel de líder na migração para uma energia mais limpa e, ao mesmo tempo, acessível a todos os brasileiros.</p> <div contenteditable="false"><div class="widget-image rs_skip"> <figure> <div class="c-image-aspect-ratio c-image-aspect-ratio--16x9"> <img alt="Petrobras" class="img-responsive c-lazyload c-image-aspect-ratio__image" data-srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_md.jpg 768w, " data-sizes="(min-width: 1024px) 850px, 100vw" data-src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_md.jpg"> <noscript> <img alt="Petrobras" class="img-responsive c-image-aspect-ratio__image" srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_md.jpg 768w, " sizes="(min-width: 1024px) 850px, 100vw" src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746079672916df64d7c_1730746079_16x9_md.jpg"> </noscript> </div> <figcaption class="widget-image__subtitle"> Imagem da campanha Energia para os desafios virarem conquistas - <span class="widget-image__credits">Petrobras/Divulgação</span> </figcaption> </figure> </div> </div><p>Não à toa, a empresa conquistou o prêmio Folha Top of Mind 2024 como a "Marca que mais representa o Brasil" e ficou também em primeiro lugar na nova categoria, de "Performance", que afere as marcas que mais cresceram em 2024 em relação aos resultados de 2023.<br> <br> "Um prêmio que reconhece a marca Petrobras como representante do Brasil é extremamente significativo, pois demonstra que a companhia é considerada símbolo nacional de excelência, inovação e sucesso. Esse reconhecimento reforça a nossa imagem como referência no mercado e como representante da identidade e dos valores do país. A história da Petrobras, desde a sua criação e a cada conquista, se mistura com a do Brasil e impulsiona o desenvolvimento nacional. Temos orgulho de ser a maior empresa brasileira e de estarmos presentes em todas as regiões. A nossa energia para vencer os desafios vem de cada brasileira e brasileiro", explica Ana Claudia Esteves, gerente de Publicidade e Mídia da Petrobras.</p> <div contenteditable="false"><div class="widget-image rs_skip"> <figure> <div class="c-image-aspect-ratio c-image-aspect-ratio--3x2"> <img alt="Petrobras" class="img-responsive c-lazyload c-image-aspect-ratio__image" data-srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_lg.jpg 1024w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_xl.jpg 1200w, " data-sizes="(min-width: 1024px) 850px, 100vw" data-src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_md.jpg"> <noscript> <img alt="Petrobras" class="img-responsive c-image-aspect-ratio__image" srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_lg.jpg 1024w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_xl.jpg 1200w, " sizes="(min-width: 1024px) 850px, 100vw" src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746055672916c7bf3b6_1730746055_3x2_md.jpg"> </noscript> </div> <figcaption class="widget-image__subtitle"> Ana Claudia Esteves - <span class="widget-image__credits">Petrobras/Divulgação</span> </figcaption> </figure> </div> </div><div contenteditable="false"><blockquote class="c-quote"> <span class="c-quote__thumb"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" width="24" height="24" class="icon icon--quote icon--Citação "> <path d="M6.374 9.34c.608-2.246 2.058-3.18 3.79-3.696.186-.046.14-.234.14-.234l-.282-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.807-.467 4.724-3.133 4.303-6.033-.374-2.526-2.48-4.35-4.864-4.444m17.26 4.443c-.375-2.526-2.48-4.35-4.865-4.444.607-2.246 2.057-3.18 3.787-3.696.187-.046.14-.234.14-.234l-.28-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.806-.467 4.724-3.18 4.303-6.033"/> </svg> </span> <p class="c-quote__content">Esse reconhecimento reforça a nossa imagem como referência no mercado e como representante da identidade e dos valores do país. A história da Petrobras se mistura com a do Brasil e impulsiona o desenvolvimento nacional</p> <footer class="c-quote__footer"> <div class="c-author c-author--small"> <div class="c-author__content"> <cite class="c-author__name">Ana Claudia Esteves</cite> <p class="c-author__bio">gerente de Publicidade e Mídia da Petrobras</p> </div> </div> </footer> </blockquote> </div><p>Para reforçar como a Petrobras lidera o processo de transição energética de forma justa, a companhia conta com a atuação das agências Ogilvy e Propeg. "Nosso papel tem sido o de ajudar a comunicar essa transformação que a empresa está passando de forma relevante para o público. E as pessoas estão interessadas: o volume de buscas sobre transição energética saltou 85% somente no último ano. Então, quando o interesse sobe, a distância diminui", afirma Luis Carlos Franco, da Ogilvy.</p> <div contenteditable="false"><div class="widget-image rs_skip"> <figure> <div class="c-image-aspect-ratio c-image-aspect-ratio--3x2"> <img alt="Petrobras" class="img-responsive c-lazyload c-image-aspect-ratio__image" data-srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_lg.jpg 1024w, " data-sizes="(min-width: 1024px) 850px, 100vw" data-src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_md.jpg"> <noscript> <img alt="Petrobras" class="img-responsive c-image-aspect-ratio__image" srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_lg.jpg 1024w, " sizes="(min-width: 1024px) 850px, 100vw" src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746052672916c47be44_1730746052_3x2_md.jpg"> </noscript> </div> <figcaption class="widget-image__subtitle"> Luis Carlos Franco, da Ogilvy - <span class="widget-image__credits">Petrobras/Divulgação</span> </figcaption> </figure> </div> </div><div contenteditable="false"><blockquote class="c-quote"> <span class="c-quote__thumb"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" width="24" height="24" class="icon icon--quote icon--Citação "> <path d="M6.374 9.34c.608-2.246 2.058-3.18 3.79-3.696.186-.046.14-.234.14-.234l-.282-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.807-.467 4.724-3.133 4.303-6.033-.374-2.526-2.48-4.35-4.864-4.444m17.26 4.443c-.375-2.526-2.48-4.35-4.865-4.444.607-2.246 2.057-3.18 3.787-3.696.187-.046.14-.234.14-.234l-.28-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.806-.467 4.724-3.18 4.303-6.033"/> </svg> </span> <p class="c-quote__content">Além da propaganda tradicional, temos explorado novas formas de contar essas histórias de maneira envolvente, seja por meio de novas linguagens, experiências lúdicas ou conteúdos de entretenimento </p> <footer class="c-quote__footer"> <div class="c-author c-author--small"> <div class="c-author__content"> <cite class="c-author__name">Luis Carlos Franco</cite> <p class="c-author__bio">Ogilvy</p> </div> </div> </footer> </blockquote> </div> <p>Outra mudança estratégica da Petrobras foi investir em uma atuação regionalizada. "Neste ano, lançamos a campanha ‘Por todo o Brasil tem Petrobras’ em diferentes estados. Sempre com este mesmo conceito, mas customizada com mensagens locais de acordo com a atuação de cada região. A presença da Propeg em diferentes regiões ajudou muito nesse processo, pois já temos como fortaleza esse olhar aprofundado para diversos públicos e mercados do país", diz Alice Cidaco, da Propeg.</p> <blockquote> <p><strong>Petrobras conquista o prêmio "Marca que mais representa o Brasil" e o primeiro lugar na categoria "Performance", do Folha Top of Mind 2024, concedido às marcas que mais cresceram em 2024 em relação aos resultados de 2023</strong></p> </blockquote> <p>Ana Claudia, da Petrobras, reforça que a campanha enfatizou o papel da marca no desenvolvimento de combustíveis e produtos mais sustentáveis e na tão necessária redução de emissões nos processos e desenvolvimento de novas matrizes energéticas. Mas não só. "Temos de comunicar também nossa atuação socioambiental e cultural, por exemplo. Que são frentes que geram muito valor para a sociedade e que tiveram, neste ano, seleções públicas com investimento recorde", diz a executiva da companhia.</p> <div contenteditable="false"><div class="widget-image rs_skip"> <figure> <div class="c-image-aspect-ratio c-image-aspect-ratio--3x2"> <img alt="Petrobras" class="img-responsive c-lazyload c-image-aspect-ratio__image" data-srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_lg.jpg 1024w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_xl.jpg 1200w, " data-sizes="(min-width: 1024px) 850px, 100vw" data-src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_md.jpg"> <noscript> <img alt="Petrobras" class="img-responsive c-image-aspect-ratio__image" srcset=" https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_th.jpg 100w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_xs.jpg 320w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_sm.jpg 480w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_md.jpg 768w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_lg.jpg 1024w, https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_xl.jpg 1200w, " sizes="(min-width: 1024px) 850px, 100vw" src="https://f.i.uol.com.br/fotografia/2024/11/04/1730746082672916e24235e_1730746082_3x2_md.jpg"> </noscript> </div> <figcaption class="widget-image__subtitle"> Alice Cidaco, da Propeg - <span class="widget-image__credits">Petrobras/Divulgação</span> </figcaption> </figure> </div> </div><div contenteditable="false"><blockquote class="c-quote"> <span class="c-quote__thumb"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" width="24" height="24" class="icon icon--quote icon--Citação "> <path d="M6.374 9.34c.608-2.246 2.058-3.18 3.79-3.696.186-.046.14-.234.14-.234l-.282-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.807-.467 4.724-3.133 4.303-6.033-.374-2.526-2.48-4.35-4.864-4.444m17.26 4.443c-.375-2.526-2.48-4.35-4.865-4.444.607-2.246 2.057-3.18 3.787-3.696.187-.046.14-.234.14-.234l-.28-1.777s-.047-.14-.234-.093c-6.08.7-10.196 5.425-9.4 11.178.7 3.976 3.74 5.52 6.547 5.098 2.806-.467 4.724-3.18 4.303-6.033"/> </svg> </span> <p class="c-quote__content">Neste ano, lançamos a campanha ‘Por todo o Brasil tem Petrobras’ em diferentes estados. Sempre com este mesmo conceito, mas customizada com mensagens locais de acordo com a atuação de cada região </p> <footer class="c-quote__footer"> <div class="c-author c-author--small"> <div class="c-author__content"> <cite class="c-author__name">Alice Cidaco</cite> <p class="c-author__bio">Propeg</p> </div> </div> </footer> </blockquote> </div> <p>E a marca teve também uma preocupação em se aproximar do público jovem. "Nesse aspecto, temos feito ações com moda, música, esporte e game, sempre aderente a histórias da marca. Então, além da propaganda tradicional, temos explorado novas formas de contar essas histórias de maneira envolvente, seja por meio de novas linguagens, experiências lúdicas ou conteúdos de entretenimento", destaca Luis Carlos, da Ogilvy.</p> <p>No São João de Caruaru, considerada uma das maiores Festas Juninas do país, o cantor João Gomes lançou uma música com o tema da energia das festas populares patrocinadas pela Petrobras. "Essas são as qualidades: aderência a marca e uma inquietude de sempre se buscar algo novo. E a grande atuação da marca no esporte e na cultura são um prato cheio pra isso", comemora a executiva da Propeg.</p> <p>Outra novidade deste ano foi a presença da Petrobras na transmissão inédita dos Jogos Olímpicos de Paris pela Cazé TV. Os atletas do Time Petrobras foram destacados com inserts customizados durante sua participação na competição e, claro, na comemoração das medalhas. 7 das 20 medalhas brasileiras foram trazidas pelo Time Petrobras, confirmando o momento da marca: energia para os desafios virarem conquistas.</p> <p>*Conteúdo patrocinado produzido pelo Estúdio Folha</p> </div> <div class="c-tools-share c-tools-share--bordered-md c-tools-share--margin-bottom toolbar"> <ul aria-label="Opções de compartilhamento" class="c-tools-share__list" data-sharebar-utm-campaign-prefix="comp" data-sharebar-counter data-sharebar-buttons="facebook whatsapp twitter" data-sharebar-channel="petrobras" data-sharebar-limit="3" data-sharebar-url="https://estudio.folha.uol.com.br/petrobras/2024/11/petrobras-se-consolida-como-a-marca-que-mais-representa-o-brasil.shtml" data-sharebar-uolpd-id="content" data-sharebar-text="Petrobras se consolida como a marca que mais representa o Brasil"> <li class="c-tools-share__item"> <div 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