Any number of marketing managers would take enormous pride in the kind of advertising that delivers an unexpected blow to the competition or grabs the attention of new customers.
But there are few brand stewards who have the knowledge, strength of conviction, and, yes, courage to not just reposition their product, but to take on decades of nationally ingrained popular culture and behavior.
Skol is a major force in Brazil and beyond; the Anheuser-Busch InBev brand is the third biggest beer in the world in terms of volume. It also had a six-year reign as “the most valuable brand in...