Morangos com Açúcar
A staple in Portuguese Serial Drama
By Alexandre Condeças, March 6 2025
The title Morangos com Açúcar translates “Strawberries with Sugar”. This is a Portuguese serial drama primarily aimed at a teenage audience. Inspired by the Brazilian series Malhação, it originally aired in a “telenovela” format from 2003 to 2012. Developed by Casa da Criação, one of the most prolific Portuguese media companies at the time, the series was broadcast on TVI (Channel 4) in an open-signal format, occupying a prime late-afternoon slot.
The show quickly became a nationwide phenomenon, particularly among tweens and teenagers, prompting the creation of the term “Geração Morangos” (strawberry generation) to describe the youth who grew up watching the series and were notably influenced by its characters and storylines. Despite its focus on a younger audience, it was not uncommon for older viewers to become equally invested in the show.
The Innovative Format
The series ran continuously for nearly a decade. Each season followed a consistent format: a school-year segment focusing on high school students, followed by a summer vacation counterpart that continued the storylines introduced earlier in the academic year. The arrival of a new school year each September marked the beginning of a new season. This structure was innovative for Portuguese audiences at the time for the following reasons.
Continuity and Expanding Lore
While each season introduced new characters and plotlines, the show maintained continuity by carrying over some characters from previous seasons. This helped sustain audience engagement, as familiar faces returned, and story arcs occasionally spanned multiple seasons. The series also built an interconnected “Morangos com Açúcar” universe with characters referencing past events or making special appearances, further strengthening its grip on viewers.
Realistic and Relatable Setting
The series adopted a more naturalistic style, set in fictional yet familiar spaces that mirrored real-life environments for Portuguese teenagers. This authenticity helped forge a strong connection with the audience, as the characters and scenarios reflected their own experiences. Rather than delivering overt moral lessons, the series allowed viewers to learn through the characters’ journeys, presenting life situations in a way that felt organic and engaging.
While adult characters (parents, teachers) offered guidance, the show’s approach was far from instructional, focusing instead on storytelling that encouraged reflection and empathy. This was particularly relevant given that, throughout its course, the series brushed – and sometimes delved quite deeply – into several crucial aspects of the lives of young people and current societal issues. Topics such as substance abuse and addiction, sexism, gender identity, consent and sex, sexual orientation, group-identity, bullying, body-image and eating disorders, poverty (among others) became central themes, being explored, on screen, utilizing the characters to convey important messages and life-lessons.
Natural progression of the strawberry generation
After nine seasons spanning as many years, Morangos com Açúcar came to an end. It has been suggested that the conclusion of the series aligned with the natural progression of the “Geração Morangos” – the audience who grew up alongside the show and had now outgrown it. To mark the end of an era, Morangos com Açúcar: O Filme premiered on August 30, 2012, serving as a final chapter for the beloved series. Several actors reprised their roles as iconic characters, breathing new life into their stories and tying up key story arcs for the fans.
The Return of Morangos com Açúcar
More than a decade after its conclusion, Morangos com Açúcar made a highly anticipated return. In February 2023, TVI and Prime Video officially announced a reboot, confirming two new seasons slated for release in late 2023. The first season premiered on October 23, 2023, followed by the second on January 1, 2024.
The reboot of Morangos com Açúcar aimed to retain the spirit of the original series while adapting it to contemporary audiences, incorporating modern storytelling and production styles influenced by international streaming platforms. By bringing back an iconic brand, it sought to capitalize on the nostalgia of older viewers who grew up with the show while also appealing to younger generations who engage with media in entirely different ways.
Prime’s broader strategies
This revival is also indicative of Prime Video’s broader strategy for entering the Portuguese market. By leveraging the Morangos com Açúcar brand, Prime followed a proven global playbook: reviving beloved local classics to build loyalty before rolling out original, locally produced content. Like other smaller European markets, Portugal has often been overlooked by international media giants in terms of local productions. By investing in one of the country’s most iconic series, Prime signals its commitment to supporting Portuguese entertainment and is positioned to strengthen its presence in the country’s media market.
Their strategy is further demonstrated by the involvement in Portuguese original productions like O Clube. This model has proven successful in other regions, such as Spain, where Netflix revived El internado before launching original hits like La casa de papel. Thus, through Morangos com Açúcar, Prime seems to be laying a similar foundation for long-term engagement with Portuguese audiences.
Success Metrics and Audience Reception
The premiere of the Morangos com Açúcar reboot on October 23, 2023, garnered significant attention with approximately 1.9 million viewers, making it the most-watched program of the day. However, subsequent episodes experienced a sharp decline in viewership. For example, by the fourth episode, ratings fell to a 6.0% rating and an 11.3% share, attracting approximately 576,800 viewers – a marked drop from the premiere’s success.
Despite these challenges in retaining television audiences, the series performed strongly on Prime Video, consistently ranking among the platform’s most-viewed content in Portugal. This digital success led to the commissioning of additional seasons, with the 5th season planned to premier on January 27th, 2025.
Strengths and Challenges
The Morangos com Açúcar reboot made bold efforts to address inclusion, diversity, and modern youth culture. Like its predecessor, it introduced storylines tackling issues such as LGBTQ+ representation, body image, and mental health, but this time in a more overt and direct way. The reboot also reflected contemporary societal realities, exploring the pressures of social media and influencer culture. By featuring influencer-driven characters and referencing platforms like TikTok, it aimed to capture the fast-paced, performative nature of modern teenage life.
However, these efforts drew mixed reactions. While some viewers praised the increased production value, cinematography, and attempts to modernize the series, others criticized the execution as rushed and superficial. The reboot’s condensed format (ten episodes per season, each running around 45 to 50 minutes) was seen as a limitation, with complex issues often introduced but left underexplored.
Figure 1: While the original Morangos com Açúcar featured non-heterosexual characters, it often focused on identity exploration rather than romantic relationships, with little screen time given to same-sex affection. For instance, in Season 7 (2009-2010), Fábio hugs his boyfriend after resolving a jealousy issue, but the storyline remains underdeveloped, and their intimacy is subtle compared to heterosexual couples. In contrast, the reboot places Zé-Maria and Harry’s relationship at the core of the plot with their interactions depicted openly (and sometimes graphically) marking a significant shift from the original series, where same-sex couples didn’t even kiss on screen.
Missed authenticity
Critics also pointed out missed opportunities for authentic representation, noting that despite Portugal’s multicultural reality, the characters failed to reflect the country’s current demographic landscape. On platforms like Reddit and IMDb, several viewers described the reboot as “cringe” and criticized its attempts to emulate international dramas like Euphoria.
The reliance on influencers and models over trained actors was another point of contention, with some feeling it prioritized aesthetics over talent. Longtime fans also expressed frustration with how iconic characters from the original series were handled, feeling that their legacies were undermined in the reboot.
Despite the criticisms, the reboot succeeded in sparking conversations about societal issues and resonated with younger viewers accustomed to fast-paced storytelling. Although it struggles to capture the essence of the original series, it highlighted the enduring cultural impact of Morangos com Açúcar and its ability to adapt to new generations while remaining a reference point in Portuguese youth culture.
Figure 2: This scene from the first season of Morangos com Açúcar’s reboot, featuring Gabi breaking down in tears over rumors that she “bought social media followers,” drew widespread criticism for its over-dramatization and its striking similarities (in aesthetics, setting, and character portrayal) to Cassie’s infamous meltdown scene in Euphoria.
The Legacy
Morangos com Açúcar has left an indelible mark on Portuguese pop culture, extending its influence beyond television into music, consumer products, and the arts. One of its most notable contributions was the creation of several bands that became youth sensations. Among them, D’ZRT stood out as a phenomenon of its own during the show’s original run, achieving massive popularity. In recent years, D’ZRT reunited, rekindling nostalgia with sold-out concerts. The significance of their impact was even reflected in the reboot, with its first episode set during one of their concerts.
At the height of its popularity, Morangos com Açúcar also expanded into various consumer products, including clothing lines, school supplies, and DVDs, allowing fans to engage with the brand in multiple facets of their daily lives. The series became a cultural phenomenon, embedding itself in everyday life for many Portuguese teenagers.
Most significantly, however, the series served as a launching pad for numerous actors who have become prominent figures in Portugal’s entertainment industry. Many of these artists have leveraged their public profiles to advocate for social causes, particularly on gender equality, feminism and LGBTQA+ issues.
Benedita Pereira (Joana, Season 1) has been vocal about women’s rights and gender equality, participating in campaigns that promote equal opportunities and speaking out against gender-based violence. Her advocacy also extends to supporting mental health initiatives, particularly in addressing the stigma surrounding therapy.
Cláudia Vieira (Ana Luísa, Season 2) uses her platform to promote women’s empowerment and raise awareness about gender equality. She frequently discusses the challenges that women face in balancing their personal and professional lives and has supported initiatives focused on women’s health and well-being.
Filomena Cautela (Carla, Season 1) is renowned for her outspoken advocacy on social issues. A prominent television host, she actively supports LGBTQ+ rights and gender equality, often addressing these topics in interviews and public appearances. She uses her influence to challenge stereotypes and promote inclusivity in Portuguese media.
Pedro Teixeira (Simão, Season 2), another well-known actor from the series, has been involved in campaigns promoting healthy relationships and positive masculinity. He speaks publicly about the importance of addressing toxic masculinity and fostering respectful attitudes toward women.
Rita Pereira (Soraia, Season 4) has consistently advocated for gender equality and women’s rights. She regularly participates in initiatives aimed at empowering women and has been outspoken about the need for better representation and diversity in media
Along with many others from Morangos com Açúcar, these actors continue to shape Portuguese culture through their artistic contributions and social advocacy. Their engagement with issues such as gender equality, LGBTQ+ rights, and mental health reflects the progressive values that Morangos com Açúcar sought to instill in its audience, inspiring a generation to think critically about these topics.
While the series faced limitations – such as lower production budgets in early seasons, the use of untrained actors, and a sometimes superficial approach to social issues – its cultural impact remains undeniable. Morangos com Açúcar influenced (and continues to influence) Portugal’s cultural landscape through music, merchandise, and, most notably, the development of artists who play key roles in shaping the nation’s artistic and social spheres.
Where can you watch Morangos com Açúcar today?
The original Morangos com Açúcar series has been re-aired several times on various cable channels. Currently, it can be watched on the cable channel TVI Ficção or online (and free of charge) through the TVI Player platform.
The reboot is broadcast on the open-signal channel TVI with one episode airing per week until the end of each season. Additionally, the entire series is available on Prime Video for subscribers to the streaming platform.
