Cannes Lions

SKOL BEER

CARAT MALAYSIA, Kuala Lumpur / CARLSBERG / 2007

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Overview

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Credits

Overview

Execution

An icon in the shape of an ‘S’ was developed to reflect the brand’s attributes of stylish, sensational and sizzling. To make the icon synonymous with Skol, a six-page front cover wrap was developed. Readers were invited to tear a perforation in the shape of the “S” which would reveal the brand in all its glory. The front-page prime position delivered impact while the interaction drove consumer engagement.

Outcome

This execution was innovative, compelling and engaging. It was also the first to be done in the history of Malaysian newspapers. Ad awareness from this execution alone was 32% and this assisted in raising overall brand awareness to a high of 88%. Overall sales for the quarter grew 12%.

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