The folklore festival in Parintins is about an ox which was stolen and killed, and then came back to life. The city is actually divided in half, into a red side and a blue side. During the festival, the two sides compete. No red is allowed on the blue side of the city, and since Coca Cola is the main sponsor of the festival, on the blue side the coca cola signs are blue. They say this is the only place in the world you will see a blue coca cola sign.