THE CHALLENGE

In recent years, Skol has tried to build its positioning based on premium attributes, which has distanced it from its mainstream target and, even with that, it has not been able to generate identification with the desired consumer, who did not see in it the attributes that it wanted to convey. Consequently, space was opened for the competition to act and the competitor Itaipava gained share and preference in the mainstream public, surpassing Skol in the Cuiabá square.

The challenge in this case is to return to positioning Skol as a mainstream brand, deploying the national campaign concept “Redondo is leaving your square” through an event, in which we return to the lightness and surprising spirit of the brand, generating greater connection with the target.

It wasn't about trying to be Premium, it was about raising what is mainstream and consequently increasing Skol's share and preference in Cuiabá.

The solution

After in-depth field research and individual interviews, we detected that the public in Cuiabá loves outdoor events and enjoys the parties that take place in the city, but does not have many options when it comes to free entertainment.

Therefore, we created a street circuit, open to the public and completely free, in which we 100% shield the competition from entering and with the support of the city hall, through a public call.

To lower costs and increase local involvement, we hired local attractions for all Carnival days and a national attraction, OLODUM, for Carnival Saturday.

Results

In the first year of Carnival, we took 120,000 people to Orla do Porto in Cuiabá and increased our market share by 2% and our preference by 5%, according to a survey carried out after the event, surpassing our competitor Itaipava and bringing the brand back closer to the public from Cuiabá.

In 2018, the city's population was already anxiously waiting for another carnival and we managed to take 160,000 people to the streets, increasing the success of the previous year.

+ 120,000 participants+ 2% market share+ 5% preference