SKOL is a brand with innovation in its DNA, encouraging people to come together and respect diversity. In the summer of 2017 the brand wanted to reinforce their position against everything that pushes people away.

Since the press already covered intolerance, the brand realized that conversations about prejudice were based on common sense with no data to understand the situation in depth. Therefore, SKOL Dialogues was created, the first nationally covered poll about unconscious bias in Brazil. The results were widely disseminated to the press encouraging dialogues and respect for diversity.

SKOL took inspiration of the results that talked about sexism, fatphobia and homophobia as insights for a series of films, both on and offline, that were part of its summer campaign

We developed and disseminated the research in 4 months. During October and November 2017, we worked two fronts: nationally, through exclusive publicity for a Sunday TV program, with an average audience of 15 million people, followed by interest focused channels, such as behavior, women, lifestyle etc. Regionally, showing which prejudice occurred more frequently in that particular part of Brazil.

The survey was reported on more than 170 news venues across the country, including newspapers, magazines and news sites. Of these, 21 vehicles rated the news as highly relevant that they shared the information on their social networks. With these results, the survey had a potential reach of more than 81 million people across the country.

SKOL was mentioned by 99% of the publishers as the brand responsible for the survey, reaching channels where a beer brand is not usually cited, such as politics and behavior.

The research was widely disseminated organically by the press, on both on and offline venues. The strategy provided a first-hand disclosure to Fantástico, the most important Brazilian weekly variety show, by the country’s main tv channel – with a story on intolerance in Brazil, potentially reaching of more than 15 million people.

After the disclosure. We catered regional efforts working the regional press, showing which prejudice occurred more frequently in that particular part of Brazil.

The survey was reported on more than 170 news venues across the country, including newspapers, magazines and news sites. Of these, 21 vehicles rated the news as highly relevant that they shared the information on their social networks. With these results, the survey had a potential reach of more than 81 million people across the country.

SKOL was mentioned by 99% of the publishers as the brand responsible for the survey, reaching channels where a beer brand is not usually cited, such as politics and behavior.

Several events and lectures in large national companies today often use the data as the basis of their speeches and the brand was even sought by a publisher to ask permission to use the results in a textbook.