During the period of the World Cup, Skol usually stays out of traditional media (and consequently out of the consumers’ conversations). Even more so when the competing brands are already connected in some way to the football platforms and/or are sponsors of the event. Even so, our challenge was no less than to steal the show during the World Cup. Skol should be remembered and talked about, keeping the consistency of the brand’s communication, which is irreverent and democratic.

The Icelandic fans use the word “Skal” to cheer for their national team and to toast when they drink. This word sounds exactly like “Skol” here in Brazil, which, by the way, is a beer brand. Besides, Iceland’s first ever match in a World Cup was against Argentina, Brazil’s biggest rivals in football. With so many coincidences, Skol decided to take the mission of becoming Iceland’s non-official sponsor, inviting the Brazilian fans to join the Icelanders in a noble cause: making Argentina’s life difficult. In return, we would send a shipment of Skol for the Icelanders to toast in a very Brazilian way.

In a good-humored way, we turned into the non-official sponsors of the Iceland national football team. We created pieces that were run in Iceland and on the social networks of the two countries (Brazil and Iceland), offering a special prize if they made life difficult for our biggest rivals, causing a catharsis in the Brazilian social networks and becoming a topic among the consumers.

We started the campaign summoning the Icelanders, putting up billboard posters and running ads in Iceland. Next, we posted on the social networks and sent fan-kits to famous Icelanders, and even to the president of Iceland. All of that turned into earned media and repercussion on the social networks. We then promoted a film (in Brazil and in Iceland) bring the two groups of fans together for a very noble cause: see Iceland beat or tie with Argentina. After they tied, we released a film to celebrate the result and then we shipped them the beer.

With very little investment, we turned the Brazilian beer brand into the most talked about in Brazil during the World Cup. We had the 8th best share of voice on Twitter in the period (1st on match day), even without being an official sponsor. On YouTube, the film had a VTR 15% higher than the average for the brand in 2018 and the action resonated in the media around the world, reaching more than 31 million people in 56 different vehicles, with zero cost.