Skol is Brazil's #1 beer brand and open supporter of LGBTQ+ rights. For 5-consecutive years, Skol was the main sponsor for São Paulo’s Pride Parade, the largest Pride parade in the world. However, for the first time, a competitor brand took their spot. So, to show Skol's respect for the LGBTQ+ community we prepared a special commemorative pack for Pride month. In an exclusive collab with the global authority in colors, Skol created Pride Pack. A special 6-pack that pays homage to the Pride flag, with exclusive Pantone colors for each can. As the leading beer brand in a country infamous for prejudice against the gay community, Skol's objetive was to generate a huge wave of PR around this collab and bring knowledge about the history of Pride month. The pack had a limited-run of 1.5k units, sold out in minutes upon launch, and donated all revenue to LGBTQ+ startups.

During Pride month, two iconic brands collabed to pay homage to another icon: the Pride flag. Skol, Brazil's #1 beer and masters of celebration, invited Pantone to celebrate all colors of love. Together, they created Pridepack. A six pack with exclusive Pantone rainbow colors. We also developed code that turned the cans into colorful pixels, so people could use this filter to turn their pictures of love into their social media photos. The images became love flags that took over social media and the effects of the partnership were overwhelming. Packs sold out in minutes. All revenue was donated to LGBTQ+ startups.

For decades, Skol has been the leading beer brand in Brazil and it is widely recognized as one of the most innovative brands in the country, reflected by the brand's support of the LGBTQ+ community. So, in the first year in which Skol wasn't the main sponsor of the Pride Parade, the brand decided to collab with iconic design brand Pantone, to create a special pack that celebrates all colors of love. Skol is a mass brand with a huge following, which turned this limited edition pack into the most coveted object during Pride Month. The pack sold out in minutes and was a huge PR success, paying homage to the Pride flag in a country infamous for prejudice against the gay communit.

Pantone is the global authority for colors and design. So, in order to develop this special pack, we wanted to leverage the full power of Pantone's shades to create a rainbow flag with Skol beer cans. Pantone allowed Skol to rename each color to pay homage to Pride Month. They were Red Pride, Green Pride, Purple Pride, Yellow Pride, Blue Pride and Orange Pride. The cans were designed around the famous Pantone color chips, with a white all around bottom. We took the same approach with the box and landed on a white, horizontal shape with a front opening that allowed for the product to become the centerpiece of the design: a rainbow flag made out of Skol cans. We also developed code that turned the colored cans into pixels, so people could transform pictures of all kinds of love expressions into Skol rainbows that spread everywhere.

Even though, for the first time in years, Skol wasn't the main sponsor of the Pride Parade, the Pride Pack rocketed Skol into the #1 spot in brand mentions during Pride Month, with 22 million impressions. In a country infamous for prejudice against the gay community, Skol achieved a record breaking 94% positive mentions on social media. All packs sold out in minutes.