The agency created a partnership with a “collective purchasing website” – BomProveito – to bring each week a new promotion, always accompanied with a pack of Skol 360. Aligned with the 30” TV spot, the promotions were discounts in Steak Houses and restaurants, showing that consumers didn’t have to worry with the “braise effect” anymore, or, as we called in the TV spot, the “pufferfish effect” when eating and having beer.

This was the campaign insight: to link Skol 360 consumption with consumption situations that lead to the “braise effect” or the “pufferfish effect”.The promotions occurred once a week, always on Fridays, but the communication started some days before: a couple days before a web ad communicated that the promotion was going to happen on Friday, so that the consumer could look for web ads on Friday and use exclusive Skol 360 discounts.

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.