Cervejaria Ambev | Skol
Let’s talk about hops.
Skol created a new product, a light beer with an extra amount of HOPS. But, wait! No one really knows what HOPs are. To launch the product we let people discover on their own.
Scenario
Mainstream beer consumption is decreasing in Brazil while premium beer increases year after year. Skol, the most popular beer brand in the country, created a new product with a different flavor to attract clients that were shifting to other brands. The problem is, even tough mostly every beer in the world is made with HOPS, no one really knows what HOPS are.
Solution
We didn’t needed to launch a new beer, we needed to launch a ingredient. About a week before the product was officially sent to the market in a big campaign, we created a branded experience at Coala Festival, one of the most prominent music festivals in the country to make people dig into the world of HOPS.
Hops are plants
As Hops are a climbing plant, they are trained to grow up on trellises made from strings or wires. We wanted to take a real plantation to the Festival, that’s why we created a maze-like structure where people had to get inside to discover what was behind. New product, new ingredient and a new beer.
Skol launches a new product in a music festival whose purpose is to launch new artists.
5TH EDITION OF COALA FESTIVAL | SÃO PAULO
