A novelty packaging-based World Cup initiative in early July saw Skol encase limited edition six-packs in packaging made from ice to tempt overheated football fans unused to the steamy Brazilian climate.
The limited edition packs were handed out free to Russian supporters in Cuiaba – one of the host nation’s hottest locations – to help keep the fans cool with ice cold beer.
Essentially the Skol Ice Pack is a portable frozen block of ice that keeps beer cool without freezing it. It splits in half and has a handle that makes transporting it easier.
Skol’s Sao Paulo based agency F/Nazca Saatchi & Saatchi, whose team was led by creatives Rodrigo Cotellessa, Leandro Dolfini, also created a supporting online film to explain the marketing promotion.
The spot’s tagline reads ‘Cold beer to make the Russsians fell at home’, while its Russian voiceover explains ‘In Russia it is cold and when Russia was playing in Cuiabá it was very hot for Russians. So to keep Russian fans refreshed, we went to the hotel where many Russians were staying to surprise them with a package made of ice – which freezes, but doesn’t melt.’
The campaign claims the utility is the world’s first beer ice pack.
Comment
Is this a novelty stunt, or a genuinely innovative utility designed to enhance the fan experience through a genuinely functional product?
We’ll leave that for you to decide.
This in-tournament work follows its pre World Cup activation led by its eco cause ‘Rio Love/Care’ clean up campaign (see case study).
Skol is an AB-InBev brand in Latin America and thus falls under the umbrella auspices of the official FIFA beer partner – although Budweiser (see case study) is the official beer of the World Cup, the parent company has been leveraging its Brazil 2014 rights for various brands right around the world (see case study).
Links
SkolWeb YouTube
https://www.youtube.com/user/skolweb
F/Nazca Saatchi & Saatchi
