14/02/2024
Didi Caillet, podríamos decir que fue la primera influencer de yerba mate.
Nació en 1909, era hija de un gran industrial yerbatero de la región de Curitiba, en el estado de Paraná, Brasil (Mauricio Caillet) y se casó en 1933 con un empresario del mismo rubro, Luiz Abreu de Leão, hijo de Agostinho Ermelino de Leão Junior, fundador de la empresa Matte Leão. Se consagro Miss Paraná en 1929 y participó de Miss Brasil, lo que le dio exposición a nivel nacional provocando que miles de personas la siguieran para saludarla. Aprovechando su fama se convirtió en la imagen para promocionar muchos productos entre los que claro estaba la yerba mate en la que afirmó que “me gustaría que todas las chicas del mundo me escuchen para decirles: usen mate de Paraná”.
Hasta la aparición de Didi en el centro de la escena, el estado de Paraná no tenía ninguna referencia que lo destacara respecto del resto de Brasil. Fue Didi quien, casi sin quererlo, se volvió una influencer del estado de Paraná y de la yerba mate en Brasil.
Conocías la historia de Didi Caillet?
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Didi Caillet, we could say that she was the first yerba mate influencer.
She was born in 1909, she was the daughter of a great yerba mate industrialist from the region of Curitiba, in the state of Paraná, Brazil (Mauricio Caillet) and she married in 1933 with a businessman in the same field, Luiz Abreu de Leão, son of Agostinho Ermelino de Leão Junior, founder of the company Matte Leão. She became Miss Paraná in 1929 and participated in Miss Brazil, which gave her national exposure, causing thousands of people to follow her to greet her. Taking advantage of her fame, she became the image to promote many products, among which of course was yerba mate, in which she stated that “I would like all the girls in the world to listen to me to tell them: use Paraná mate.”
Until Didi's appearance at the center of the scene, the state of Paraná did not have any reference that stood out from the rest of Brazil. It was Didi who, almost unintentionally, became an influencer of the state of Paraná and yerba mate in Brazil.
Did you know the story of Didi Caillet?