Skol Print SLIPPER by F/Nazca Saatchi & Saatchi Sao Paulo

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SLIPPER

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Pedro Prado, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, André Fukumoto, Theo Rocha, Brunno Oppido
Copywriter Charles Faria
Designer Roberta Harada
Illustrator André Maciel
Released January 2012

Credits & Description

Category: Alcoholic Drinks
Advertiser: SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (FF/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Brunno Oppido (F/Nazca Saatchi & Saatchi)
Art Director: André Fukumoto (F/Nazca Saatchi & Saatchi)
Copywriter: Charles Faria (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias/Robson De Vitto/Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Head Planner: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Carmen Rodriguez/Daniele Cabral (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Tiago Santos/André Gramorelli (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Jorge Mastroizzi (Ambev)
Advertiser's Supervisor: Pedro Earp (Ambev)
Advertiser Supervisor: Harry Lewis (Ambev)
Designer: Roberta Harada (F/Nazca Saatchi & Saatchi)
Media placement: Magazine - Veja São Paulo - 25 January 2012
Describe the objective of the promotion.
When summer hits Brazil, the young want to enjoy it to the maximum, especially the beach - the main seasonal appeal. But it is also during summer that the toughest competition among beer brands happens. Skol, as the market leader, has a specific product: Skol 360o. The product is lighter in flavour and allows the young to enjoy longer the pleasures of Brazilian summers.
Describe how the promotion developed from concept to implementation.
The creative solution was to confer functionality to the beach. Since in summer the young spend practically the whole day - and centre all their activities around - on the beach, with their bare feet on the sand, we had to bring to them a primary accessory to facilitate their life on the sand. So we published in magazines a different advert that transforms into a pair of flip-flops. In this way, the young could stay comfortably with their feet on the hot sand and with an ice-cold Skol in their hands, ready to enjoy summer carelessly much longer.
Explain why the method of promotion was most relevant to the product or service.
For the beer market, summer is the main season for action. As the leading brand, Skol must be present not only as a beer, but as a functionality as well, showing greater proximity to the young. Skol 360o operates as a sort of summer ambassador for Skol, and this supposes making the best use of the contact points with consumers. Thus, the brand is a lot more in evidence and rules over the main summer environment: the beach. With our flip-flops, we were more than just present -we did something for the young by means of a media item.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Total circulation of 10,000 copies, exclusively for a restricted mailing list of subscribers and influencers, the sandals-insert extrapolated the magazine medium and turned into a fever on the Internet. We received countless e-mails and messages asking where the sandals could be purchased. The few consumers that received the insert started posting pictures and videos with the sandals, elevating even more the fetish status it had reached. Furthermore, gross counterfeit versions were apprehended while being sold in popular markets, which shows that the action reached way beyond the 10,000 copies distributed, reinforcing the young and innovative spirit of the Skol brand.