Skol: Kløs

Skol, a beer brand, combatted brand hate in Brazil by repackaging its beer inside a new, false brand, to combat a decline in sales and negative brand perception and change consumer behaviour towards crafted and imported beers.

Campaign details

Title: KløsBrand: SKOLProduct: SKOL BeerIdea: GutCountry: Brazil

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsBRAZILNon-specificAdults (26-55)MiddleMedia - 10mm Production costs - 1.5mm


Skol, the beloved Brazilian beer brand, faced a daunting challenge when premium beers arrived on the scene and began luring customers away from Skol's tried and true brew. Sales plummeted and Skol's biggest fans became its harshest critics. But Skol refused to let its popularity wane. Instead, the company created a new, refined...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands