In Brazil, Skol challenges cultural heritage to reshape the beer category

Skol, the beer owned by Anheuser-Busch InBev, transformed its brand positioning in Brazil as it sought to reflect new shifts in culture.

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.

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