Skol Promo, Case study PUFFERFISH by F/Nazca Saatchi & Saatchi Sao Paulo

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PUFFERFISH

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Eduardo Lima
Account Supervisor Larissa Avila, Melina Balassanian
Illustrator Vetor Zero Team
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: SKOL
Product/Service: SKOL 360
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 10 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi & Saatchi)
Photographer: Vetor Zero (F/Nazca Saatchi & Saatchi)
Illustrator: Vetor Zero (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Supervisor: Larissa Avila (F/Nazca Saatchi & Saatchi)
Account Supervisor: Melina Balassanian (F/Nazca Saatchi & Saatch)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatch)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Planning Manager: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fabio Baracho (F/Nazca Saatchi & Saatchi)
Media Supervisor: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Carlos Lisboa/Pedro Henrique de Sá Earp/Maria Fernanda Albuquerque (Skol)
Media placement: Magazine Campaign - Playboy - October 2010

Insights, Strategy & the Idea
This is the 1st beer in Brazil produced with an exclusive fermentation process that makes the beer lighter and more proper to be consumed accompanying meals. The objective was to introduce SKOL 360 to the Brazilian Market. SKOL 360 needed to differentiate from its “mother brand”. It was launched in the Brazilian market bringing the benefit of “drinkability”, being the only beer that hasn’t got the “braise effect”. Research showed that this “braise effect” was an issue for Brazilian consumers, and SKOL 360 was the only beer capable to solve it. The only one that didn’t transform the consumers into a pufferfish. We wanted something tangible, something that would lead the consumer instantly to the TV campaign, in a funny and innovative way. The TV ad showed the consumer the “braise effect”, or, as we called it, the “pufferfish effect” that occurred when drinking other beers that not SKOL 360.

Creative Execution
The platform
Magazine was the chosen media due to its physical characteristic: allowing consumers to actually touch and feel the ad, to touch and feel the “pufferfish effect”. Playboy magazine was chosen because is one of Brazil’s higher circulation magazines, because it had relevance to SKOL’s core target and because it offered the possibility of a geographic segmentation. This was important, since the campaign was regional: only happened in São Paulo city.

The Ad
Playboy’s special ad, an innovative pullout, had high adequacy to the campaign’s TV Ads. The pullout showed the “pufferfish effect” when the consumer pulled the patch placed in the “pufferfish man”. The insert could be removed from the magazine, allowing the consumer to use it in any situation: as a decorative piece, as a funny toy or anything else. The “pufferfish man” gained life, and gained empathy from the public.

Results and Effectiveness
Playboy’s pullout was mentioned in Brazil’s main advertising blogs and websites as an advertising action never seen before. Besides that, it helped to popularize the “pufferfish man” as an icon for SKOL 360’s campaign, along with the TV ad.