Skol Family
Skol Pilsen is the most popular beer in Brazil since ever. But now the brand is a family with two more “sisters”: Hops and Pure Malt.
“Skol is a family now”
“I’m the most loved in Brazil”
“I’m the hop warrior”
“I’m the black belt of beers”
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To introduce that, we started where every single family is today: on WhatsApp. We even put the “big moan of WhatsApp” (a popular prank in Brazil known as “gemidão”) in prime time on television.
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We took the issue to Twitter's Trending Topics with the hashtag #FamilyGroupHas.
Since Skol is not a traditional family, the campaign could not be either.
Instead of magazine prints, WhatsApp content:
Instead of radio spots, audio messages:
Instead of OOH, WWW:
Then we took the internet to television and some television to the internet.
Film 30” Pilsen
Masthead YouTube
Film 30” Pure Malt
Film 30” Hops
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We created a Meme Generator that even that uncle who can't handle technology can play with. And on Mother's Day, it became a “momemes” generator.
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Skol is now a family. And family is family, you know...
Creative Directors: Leonardo Claret, Rodrigo Castellari, Toni Fernandes
Team: Bruno Kuni, Thiago Bach