The 35th edition of the Folha Top of Mind awards, held on October 28, 2025, at Tokio Marine Hall in São Paulo, gathered about 1,500 marketing professionals and honored the most remembered brands by Brazilians in 83 categories, according to a Datafolha survey of 7,543 respondents. Hosted by Dani Calabresa and Rafa Chalub, the ceremony opened with the Top of Top category, won by Nike and Omo, and featured brand activations like mascots and electric vehicles. The event highlighted brand memory in a year marked by COP30 and sustainability.
The ceremony, marking the 35th anniversary of the survey started in 1991, took place on a rainy day in southern São Paulo, with an audience enlivened by balloons, uniforms, and confetti from brands like Carrefour, CVC, and Unimed. Mascots such as Mercado Pago's Maquininha, Ypê, Friboi's Boizinho, and Casas Bahia's Baianinho interacted with attendees before the official start, creating a separate party at Tokio Marine Hall.
Dani Calabresa and Rafa Chalub opened the event with humor, asking to be hired by present brands and joking about celebrities like Marina Ruy Barbosa. The awards began with the Top of Top category, changing from previous editions, honoring Nike (8% mentions) and Omo (5%) as the most remembered brands without a specific theme. The Datafolha survey, with interviews across all Brazilian regions, reflects shifts in consumption habits, such as growth in categories like electric cars and online shopping sites.
Activations showcased innovations: BYD displayed the Song Pro, tied to the soap opera 'Vale Tudo', while Volkswagen presented the Tera, a 100% Brazilian SUV. Omo set up a claw machine for giveaways, and the 35th edition introduced a QR code for real-time photo and video posts. With 221,274 interviews since 1991, Top of Mind celebrates brands evolving with society, like Petrobras (Top Brand Representing Brazil, 8%) and CVC/Gol in tourism. The edition circulates in Folha's magazine on October 29, focusing on COP30 and Amazon sustainability.