Skol is the most popular beer brand in Brazil. To activate the brand on social media, Skol created special collabs with brands outside of the beer universe. And for National Friend's Day, Skol partnered with Petz (Latin America's largest pet commerce chain) to launch Skol Dogz, a very special pack with the first ever Skol beer created for non-human consumption. It was part of a special pack launched on National Friend's Day, with one beer for dogs and another one for their owners. So now people could finally share a Skol with their true best friends.

On National Friends Day, Skol, Brazil's best selling beer, launched a beer pack that we can finally share with our true best friends--our dogs.

Together with Petz, Latin America’s largest chain of pet stores, we launched Skol Dogz, a two-pack with one Skol beer for you and one special brew for your buddy. Dogz is Skol’s first ever beer created for non-human consumption. It is also the first beer to be sold in a pet store. Dogz was launched by famous “dogfluencers”, who did unpacking posts on social and all proceeds went directly to pet rescue projects.

As the most popular beer in Brazil, Skol has an extremely wide target audience. But one thing everyone has in common is: we all love our dogs. So, on National Friend's Day, we decided to launch Skol Dogz, a very special pack that allowed all Skol fans to finally share a beer with their true best friends. As part of the strategy, we used dozens of famous dog influencers to launch the pack by posting unpacking videos with their owners. We also sold Skol Dogz on Petz ecommerce platform, making it the first ever beer to be sold on a pet shopping platform.

Skol Dogz was launched on National Friend's Day. But days in advance Skol teased the special collab on social media with videos of dogs calling in on Skol's customer's service line to complain about not having a Skol beer for dogs in the market. The internet went crazy with the idea of Skol beer for dogs. On launch day, famous dog influencers did unpacking videos of the product and led costumer's to Petz ecommerce. One thousand packs were produced and sold out quickly. All revenue was destined to help dog shelters.

As the most popular beer brand in Brazil, Skol's activations are always highly anticipated. Skol Dogz was the brand's highest engaging activation in the entire year. It was the most talked about brand on National Friend's Day. Packs of Skol Dogz sold out on Petz ecommerce platform.