On the air since last Wednesday (3), the campaign stars influencers and promotes lightness as a way to transform moments of pressure into relaxation
Heavy cleaning that becomes lighter, the rush of the day at work that turns into fun at night. If there’s a Skol nearby, there’s lightness in the middle of the perrengue! And it is this transformation from the complicated to the uncomplicated, from pressure to relaxation, that is highlighted in the new campaign for Skol, the national beer that goes downhill. On the air since last Wednesday (3) on open TV, the action entitled ‘Cara da Leveza Skol’ marks a new moment of beer communication with its consumers.
“Skol is one of the brands that most connects with Brazilians, in a unique way and full of good humor. This time, we want to highlight what is lighter in everyday perrengues, because with this look at life, everything is more fun. The invitation is for people to value the lighter way of life, that Skol side that we want to emphasize”, says Oliver Klingelhoefer, Head of Marketing for the brand.
Created by the GUT agency, the new Skol campaign features films based on real facts, inspired by those people who are part of everyday life, the funny neighbor or the “figure” friend that everyone has, showing situations of lightness that were once posted on social media and went viral. To represent this reality in a fun way, the brand invited influencers Larissa Gloor, Jeferson Augusto and Leozito Rocha to star in the campaign. In this way, Skol maintains its tradition of speaking the language of its audience, in tune with the creative, casual and fun way of its consumers.
In one of the films, Larissa Gloor is the main protagonist of the story. The influencer seems to do a squat exercise, but it has nothing to do with the gym. She is actually putting a box of Skol in the fridge. The brand continues to prepare other films with the same idea, bringing a day-to-day perrengue, which in the end turns into fun with Skol. The sound of the can being opened, characteristic of Skol’s advertising, was not left out.
“We go through everything that is kind of perrengue. This is a fact. But the way we face each of them makes all the difference. We put Skol as the trigger of lightness, of ‘now I face anything’. After all, the Ssssssskol of a Skolzinha opening means that we not only open a beer, but we open a smile together, we open the door to a more fun day”, highlight Diego Ferrite and Gabi Marcatto, Creative Directors of the account.
Goes down Roundy
In this new moment, Skol resumes the famous signature “desce tarde”, a way of reinforcing, even more, the lightness of the liquid and how the tradition of the brand speaks to Brazilians in a unique way and full of history.
“People will remember the Skol lifestyle on the beach, at the bar, at the barbecue. Living lightly is the face of the brand, a more fun way that can be replicated by everyone”, concludes Oliver.
Watch the first video of the new campaign below.
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