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New Skol Hops Launch Action
On the occasion, Skol would launch a new product, something never before attempted by the brand.
A pure malt liquid that conveyed the lightness of Skol.
THE CHALLENGE
In addition to launching Skol Hops | Pure Malt, we had an extra challenge which was to create an experience that would show beer geeks the trajectory of hops in the brewing process. The idea was to take the action to 10 capitals in the Midwest and North regions of Brazil. Generally, beer geeks have great resistance to the brand, so our biggest challenge was to generate engagement and try out the product on the part of all participants in the action.
THE RESULT
Perfect launch of the brand in Brasilia. We generated talkability for the brand with the help of guest beer geeks who came from all over the country. Actions like this bring the brand closer to people, create relationships and it's exactly what consumers expect!
In the middle of the job things got difficult
We suffered a sudden cut in funding and it would no longer be possible for us to do an itinerant action as we had previously planned, we were caught by surprise and what a surprise the "square" saw! But you know what? We even liked the challenge, it was at that moment that we showed why we are Gruvers and we made our motto stand out!
If you can't go somewhere, then make the place come to you.
So we created an action in Brasilia and brought beer geeks from all capitals in the North and Midwest regions of the country to the central plateau. We invited them to chat with an Ambev sommelier and to taste the product for a whole day! Apart from that, they were able to understand in detail how the Skol Hops manufacturing process works and began to see the liquid with different eyes.
Round, round results!
The market is dynamic and changes happen daily. Even with this on our radar, we did not expect a significant reduction in the campaign budget. We cannot control everything around us, but we can control our actions in the face of challenges, and we did so. By bringing all the influencers from the 26 capitals to the center of the country and placing them in the same of interaction and relationship that would not be possible in the itinerant project.
The engagement was a complete success! The hop was also a small labyrinth that kept curiosities of the manufacturing process of Skol Hops | Pure Malt - this idea was very significant for the action, as the crowd really enjoyed knowing what kind of products reached them at the POS.
O poder do talkability
Another nice point was the talkability that the action generated, after all, it's not every day that we have a Giant Hop in the city park, right? Those from Brasilia who passed by also got into the mood and threw themselves into the scenery to discover every little secret involved in the process of creating a unique and tasty product. Skol's share was also increased with this new product, I bet you've already seen Hops around in some supermarket. Actions like this bring the brand closer to people and create relationships, in the new scenario that is available, these are exactly things that consumers expect! We help Skol in this mission and we are ready for the next ones!
