During the festival, the public will be able to visit the Coke Studio and interact with the EcoPista, one of the brand's ESG experiences throughout the event

Reaffirming its commitment to innovation and sustainability, Coca-Cola is taking another decisive step in ESG as an agent of transformation in the edition celebrating the 40th anniversary of Rock in Rio, which takes place on September 13, 14, 15, 19, 20, 21 and 22, at Cidade do Rock, in Rio de Janeiro. The brand will offer the public an unprecedented experience on the Coke Studio music platform: the space will be 100% supported by clean energy solutions through a combination of state-of-the-art energy technologies, called Green Power One.

It includes an innovative clean energy distribution system, combining electricity supply with I-REC Certification (International Renewable Energy Certificate), a generator powered by 100% biodiesel and energy storage in an innovative 250 kV lithium battery, a solution rarely used in Brazil and another exclusive investment by Coke Studio in the festival, ensuring a sustainable energy journey.

In addition, Coke Studio will have a kinetic dance floor that transforms the movement and dance time of the participants into energy. The Ecopista is run with the support of Neoenergia, and

reflects Coca-Cola Brasil's journey and commitment to promoting increasingly sustainable practices at major events and increasing the public's socio-environmental awareness.

"Our commitment to the ESG agenda includes investing in new technological solutions and democratizing the issue for consumers. By combining our partners' expertise with Coca-Cola's goal of inspiring and leading by example, we are aligned with our greater purpose of making a difference in communities.At Rock in Rio, we will do this in a playful way, raising environmental awareness among the public and materializing solutions such as EcoPista, I-REC Certification and many others that help us envision a more sustainable future," says Katielle Haffner, Director of Sustainability and Corporate Relations at Coca-Cola Brazil and Southern Cone.

Neoenergia is the leader in supporting music festivals in Brazil among companies in the electricity sector, and is coming to Rock in Rio 2024 to raise public awareness of the importance of decarbonization. The company has joined forces with Coca-Cola to reaffirm its commitment to sustainability in a relaxed atmosphere where music and clean energy solutions are the highlights.

"A protagonist in the country's energy transition, Neoenergia continues to play an active role in decarbonizing the economy with sustainable solutions that use renewable sources. The partnership with Coca-Cola at Rock in Rio celebrates the coming together of two leading brands to raise awareness about the importance of reducing carbon emissions.Music has always been a tool for social transformation which is now driving sustainability on the planet," says Lorenzo Perales, Marketing Director at Neoenergia.

Waste management and circular economy

In addition to EcoPista, Coca-Cola remains committed to the festival's waste management and the circularity of packaging. In partnership with Heineken, Red Bull and Braskem, reusable cups will be used for the first time, encouraging conscious consumption and the correct disposal of waste. Fans will also benefit from the partnership, as they will receive a discount when making a second purchase of the same drink. With this measure, the festival expects to avoid generating more than 14 tons of waste during its seven-day event, becoming one of the largest reusable cup operations in the world.

To amplify the circular economy at the event, there will also be exchange points where attendees can convert waste into gifts, with a gamification dynamic. At the end of the festival, the waste will be collected by Ancat (National Association of Waste Pickers) cooperatives and Coca- Cola will buy the material.

Long-time partners, Coca-Cola Brasil and ANCAT created Reciclar Pelo Brasil in 2017, with the support of other companies in the sector, which today is the largest private recycling program in the country. It is a platform that provides technical advice and direct investments in the selected cooperatives, with the aim of qualifying the recycling activity and the economic development of these enterprises. With ANCAT, Coca-Cola Brasil has already supported more than 460 cooperatives and associations of waste pickers in 135 cities in all states of the country.

Other actions at the Festival

For the eighth year, Coca-Cola returns to Cidade do Rock as the official soft drink of Rock in Rio Brasil 2024. To commemorate the festival's 40th anniversary, the brand has launched personalized limited edition cans, available in different regions of Brazil. The new packaging reflects the vibrant energy of Rock in Rio, connecting fans to the festival's iconic history. In addition, with Coke Studio, a global music platform, Coca-Cola is supporting the development of talent in the music industry and reinforcing its commitment to engaging Generation Z audiences. At Rock in Rio Brasil, Coke Studio will be the brand's highlight, providing unique experiences that celebrate musical and cultural diversity.