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

Objectives

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...

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