But how can a brand that is already a market leader stand out even more? Summer is the most awaited season for Brazilians. But something in 2013 seemed to be different, with e-portals and newscasts predicting this would be the hottest summer in years. Such a unique summer required a different idea. We brought together the two things that make Brazilians happier and most refreshed during summer; beer and ice cream.

Only a brand as bold and fun as Skol would be able to invade another market segment that most made people refreshed in the summer. That was unheard. The idea has exceeded client expectations and became subject to all the bars and social medias throughout Brazil and worldwide.

The budget for this campaign was only U$ 125.000,00 and after 3 weekends the innovation generated:

300 articles about the ice cream

Over 482 million page views/day

Over 200.000 likes, shares and thousands of comments in few posts on Facebook

All of 10.000 units were sold out.

Over $ 1 million dollars in return on investment for the brand.

The idea still contributed to become Skol the most valuable brand in Brazil in 2013. (font: Ranking DINHEIRO/BransAnalytics)