Instead of fighting the problem, we joined the conversation, acting quickly. To respond a joke about corn juice we invited Palmirinha, the most beloved and trusted Brazilian grandma, former TV host of one of the most popular cooking shows in the country and now a vintage internet queen. In just a couple of hours in the same day, SKOL responded to the post with a video recorded by Palmirinha herself. She explained the difference between corn juice and Skol and adorably advised the page's community about the risks of drinking and driving.

The executions was a simple, direct and fun homemade 40'' video recorded by Palmirinha herself in her kitchen at home. Timing was more important than production. Palmirinha starts the video saying hello specifically to the Facebook page member, then says she wanted to teach everyone how to make corn juice and does so. After that, she says Skol is totally different, and she could never make that because it's beer, made of ingredients such as malt, hop and also corn, but only a brewmaster could do that, not a cook. She then says goodbye telling everyone that drinking and driving is absurd and a grandma like her would hit them with a rolling pin if they did that.

The cheap and simple combination of real-time direct response and creativity in the face of an imminent crisis got the story everywhere. The story made 24 times the production cost value in earned media, impacting over 19,6 MM people organically, which is 20 times more people than the Facebook page base where the story darted. And best of all: for the first time ever we reduced the negative association of Skol with corn, from 92% average in the previous months to a record index of 52% in that month. What was once fake news, became just a corny joke.