What was the strategy of the campaign?More than a beer brand, Skol is a brand that expresses the lifestyle of young Brazilians - at the beach, at barbecue parties, at throbbing parties… Whatever the place or occasion, Skol’s purpose is enhancing the youths drive - conferring boldness and jokiness to any occasion.We identified Easter as an opportunity - an event from the outset rather unattractive to the youth, when other subjects were in the public eye: dried codfish, Easter travel, chocolate… Only Skol could make the holiday more attractive, becoming the lead character of a funnier Easter.

After the topic was disseminated, the brand had to reinforce their role and expand the action. We therefore concentrated all publicity on the Skol Fan Page and gave some of the 4m fans the chance to tag themselves in photos of an egg hunt. So that nobody would be left out, we introduced online sales allowing everyone to celebrate Easter in true Skol style. This represented another step toward increasing the number of positive mentions involving the brand and action. Throughout the 17-day action, the topic had a strong presence in social networks, magazines, newspapers and blogs. We were also featured in other subject areas such as magazines on cuisine, shopping, business as well as international publications. Our initial stimulus was to get the ball rolling so the topic would spread naturally. This bears out the strength of the brand in gaining presence in unconventional formats and occasions.

Unlike previous Easters, in 2012 Brazilians did not talk about chocolate or cod fish, they talked about Skol. During the 17-day action we achieved:Eggs• 550 kits delivered• 450 kits sold in 80 minutesSpontaneous Media• An exclusively Brazilian brand became the topic of international magazines such as Fast Company, Contagious and Creativity • An Estimated 5,127,681 impacts, over 100,000 return on investment with national spontaneous media Interactions• Over 190,000 interactions, 50,000 'likes', 22,000 'shares' and 12,000 comments on the fan page of the brand • 79% positive mentions regarding the action