| Skol is a clear beer, with refined aroma and light and smooth flavor. Skol targets youth, it is venturesome and irreverent and it is a benchmark in events and the most innovative beer: Skol was the first tin plate-made can and the first aluminum can in the country, pioneer in long neck bottle, can with rounded opening, big neck bottle and 473 ml can. This is the reason why Skol is leader in terms of preference and sales in Brazil. Skol, “a cerveja que desce redondo” (the smooth and easy-to-drink beer).
History
The brand has been acknowledged for its innovation, irreverence, joviality and pioneering. Such irreverence and pioneering were also present in brand media/campaigns. This is evidenced by the launching of slogan “A cerveja que desce redondo” in 1997. In addition to be one of the most well-succeeded advertisements of the Brazilian advertising history, it is also the one which best defines Skol beer.
Skol brand maintains same winning position, which turned it into the most preferred and most consumed beer in Brazil: "a cerveja que desce redondo". Nevertheless, in certain moments, we use other themes of the campaign to approach specific themes. Here we mention two cases, such as the campaigns "Quem ama Skol é louco por Skol" (Who loves Skol is crazy about Skol) - 2002- Ultimate Fight, Força and Supermercado Animado films; and "Beber redondo é beber com responsabilidade" (A smooth drinking is to drink with responsibility) - 2003 – Aliança (in an irreverent way, the campaign was conveyed to reinforce the issue of responsible consumption, an innovative initiative among industry companies in Brazil) and Max Laser films. All films mentioned also contributed to the brand positioning, as well as films of events: Velhinhos (Skol Rock), Fábrica and Contágio (Skol Beats).
Skol seeks to be present at and tuned to up-to-date, innovative and entertaining events, which translate main characteristics of "cerveja que desce redondo". The brand always believed in leading edge, by investing in pioneering actions, which show trends. All the initiatives in such area aim at developing Skol’s values: innovation, audacity and joviality. Currently, the brand is symbol of entertainment.
The brand believes that the sponsorship and the development of cultural events is one of the ways to reach its target audience and to be consolidated in the market. Some of the events sponsored by the brand are: Skol Beats, Skol Rio, Praia Skol, Skol Spirit, Skol Stage, Bloco Skol in carnival in Salvador, amongst others.
Today, can beer could be redundant, but it did not exist in the past. In 1971, Skol caused a revolution in the beer market, by launching the first tin plate can beer in the country. As Skol was not satisfied with the innovation in 1989, it introduced the first aluminum can in the market.
Skol also created the “boca redonda”, a larger rounded opening, approved by the consumer and copied by other brands. In 2002, the brand launched Skol Beats beer. It was a result of one-year research, analysis and development. The product has all the characteristics the consumer desires, such as “cervejada” (beer party) with friends: with alcoholic content at the right proportion, less bitterness and lower residual flavor. The package caused a revolution: a transparent long neck bottle (330 ml) with a modern and innovative design. Its sinuous format refers to “S” of Skol, with its name in high-relief. Currently, the brand also relies on two exclusive packages and another innovation in the domestic market: 473 ml large can and Big Neck, 500 ml long neck with a larger bottleneck and easy to open cork for long neck bottle, a cutting edge technology in the country. It is not without reason that Skol is the leader brand elected by Brazilian consumers in view of its quality and constant innovation, always improving more and more an acclaimed product. |
