There is little or no doubt about the source of Skol beer's market succes, earning it the title of Brazil's favourite and most consumed beer, year after year: it's mostly due to the creation, broadcast and consolidation of key-concepts brilliantly attached to the product: innovation, fun, irreverence and youth. The people responsible for this massive leadership are F/Nazca Saatchi&Saatchi 's publicists and its slogan, that immediately became a classic. Skol: a cerveja que desce redondo..
F/Nazca was founded in England by the Iraqi brothers Maurice (today, Lord Saatchi) and Charles in the mid-90s, under the name M&C Saatchi, later to become Saatchi&Saatchi and their clients include Hewlett-Packard, Johnson & Johnson, Procter & Gamble, DuPont, Phillip Morris and General Mills. In 1997 the company suffered some changes - they moved their company's office from London to Houdson Street in New York, under a new management. At the same time, Saatchi&Saatchi is introduced in Latin America, especially in Brazil, where, under the presidency of publicist Fábio Fernandes they signed contract with Skol Pilsen, already under the name F/Nazca Saatchi&Saatchi.
Skol beer's history has suffered considerably less bumps along the way than its adverstising agency: lauched in 1964 by the Danish company Carlsberg (actually, its name in Swedish means "cheers" - skål), the company reached Brazil in 1967 with such news as the tin can (1971). It was also the pioneer in the use of aluminium cans (1979), long necks, and cans with 500 ml capacity - the well-known Skol can, along with other quirks.
All these avant-garde airs have become the main focus of F/Nazca's campaigns; from the moment Skol Pilsen became their client, the brand's potential grew exponencially. And how did they accomplish that? The answer lies in the analysis of the target audience of Skol Pilsen's advertisements.
You don't need to be a great market researcher to figure out that the ads are always directed at young people between the ages of 18 and 27. That obviously doesn't mean that only those are interested in the brand. On the contrary, that's an expansion point; those who identify with a lifestyle filled with parties, music, the beach, health, adventure and, especially, beautiful blondes, are equally welcome to share this concept, along with those who wish to identify with it.
This is obvious if we consider that one of F/Nazca's first marketing actions was to attach the brand Skol to various events directed at their target audience. Within a short period of time, they produced a series of shows and music festivals in the country's musical-cultural circuit, promoting the "round" beer: Skol Spirit, Skol Praia, Skol Rio, Skol Hip Rock, among others, and, of course, the main event Skol Beats; the biggest electronic music festival in Latin America. Clearly, this kind of investment comes from a world-wide tendency where big companies invest in festivals, however F/Nazca took Skol a step forward, attaching emotional moments to the drink. The year 2000, for example, (year of the first Skol Beats) was proclaimed O verão mais redondo do planeta (the roundest summer on the planet). Well, don't picture family men as the main audience in Paul Oakenfold's dancefloor. From young not-yet-emacipated party-goers to young career men, especially those with a career that's already "off the ground" - this is Skol's audience, along with whoever else wants to be associated with them.
But, let's focus on the printed ads. All these characteristics are applied to a series of printed ads produced by F/Nazca that, like the TV commercials, are based on a clever, humorous language, directed at a male audience. All right, this isn't exactly news when it comes to a beer brand, but the fact that other beer companies have warmed up to the presence of a female audience (never a homossexual one, though) is also noticeable. But not when it comes to Skol. They might have realized there is a female audience out there, but continue to use the same visual campaigns where beautiful women, along with football and the beach are the centre of attention. And yet, they do it with such sympathy that you take it all with no hard feelings. In that, more power to them.
Below, there are some great printed ads created by F/Nazca for their successful brand.
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