Right at the altar, a groom questions whether his bride will stay as tasty as his favorite beer.

The message was adapted for different media. On TV, our spot featured an actor who, after a night out, audibly decides to take a taxi. Same appeal for print media. Car stickers parodied a popular message in Brazil by stating that another car has become an object of desire by Skol drinkers: “My other car is a taxi.” Posters in bathrooms of nightclubs stating how important it is to take a taxi after drinking. Billboards in places with nightclubs. And taxis were both media and service at the same time.

Research showed that the message “drink responsibly” was favorably accepted by the consuming public. Because it is the beer brand that best communicates with young adults, Skol’s image evaluation achieved good results. The approach pleased both young people and their parents. Beyond the data that appears in studies, the campaign generated a great deal of spontaneous media in newspapers and magazines.