How could Skol brand get closer to the audience without losing the aspirational aspect? The answer was through the beach, one of the most democratic spaces in the world, where we can find the rich and the poor altogether.Besides, musical events geared to young audiences have become increasingly common in Brazil, drawing massive crowds. However, these events take place exclusively in large cities, leaving out many young people who live in the smaller cities.Considering these two points, the concept was to create an event totally innovative: to take the beach to the Brazilian countryside.

For the client, the success was absolute, considering that he managed to get closer to consumers of lower income brackets while still maintaining the status of the most innovative brand in the alcoholic beverage sector.For the consumer, taking the beach to Brazil’s interior created a real splash in each of the towns this travelling event visited. The audience felt itself honored to receive in its own home town a musical event of such high quality sponsored by a major brand.This proof of success can be found in a sales increase of nearly 15% during the period of the activities.