/09 Skol (AMBEV)
↓ Klos Experiment
Brand Experience
A blind test that proves that even though people claim to prefer gourmet beers, their taste buds still prefer Skol.
→ Concepting
The premium beer craze also arrived in Brazil, suddenly turning everyone into an expert. It was IPA this, Ale that.
This created a problem for Skol, one of the most traditional lagers in Brazil.
People began to say that Skol wasn't good enough for their taste buds anymore, claiming that Skol was no longer a good beer.
This created a problem for Skol, one of the most traditional lagers in Brazil.
People began to say that Skol wasn't good enough for their taste buds anymore, claiming that Skol was no longer a good beer.
The company began conducting blind tests to determine if consumers' taste preferences had truly changed.
However, 9 out of 10 consumers still loved Skol as long as they didn't know it was Skol they were drinking.
It became clear what needed to be done: demonstrate that Skol is still the beloved beer of the people, even if they claim to dislike it.
However, 9 out of 10 consumers still loved Skol as long as they didn't know it was Skol they were drinking.
It became clear what needed to be done: demonstrate that Skol is still the beloved beer of the people, even if they claim to dislike it.
Cannes Lions, Creative Strategy shortlist