Skol is a Brazilian light beer brand tailor made for Brazil's tropical heat.

And after 30 years in the market leadership it began to lose ground for premium beers, with stronger taste and global brands.

The market leader became the critics leader, and people's love for the brand turned into hate.

They start to criticize the flavor and called the brand several names, such as: "corn juice" or "watery beer".

But, at the same time, unbranded tests showed something completely different: Skol was #1 in taste preference, winning even from those called "premium". Since we realized that - unconsciously - Brazilian taste buds still belong to us, our goal was to prove that their hearts belong to us too.

The Creative Strategy was to PROVE PREMIUM BEER DRINKERS ARE SKOL LOVERS.

And if the unbranded test was the final proof, we made this our CREATIVE IDEA: a prank that could catch consumers pretending to hate us, but loving us instead.

But it wasn't credible to only create content so, we created a real brand.

Inspired by the premium European design trends that Brazilians now say they love, we created a new beer: KLØS (A cheeky anagram with the original name).

Inside the can, light, refreshing, crisp Skol beer.

So, we invited Skol Lovers, consumers and influencers to prank their fancy friends. Using hidden cameras, we filmed them saying how much they hated Skol, trying KLØS and saying they liked it.

The event’s host then tore off a special sleeve and revealed they were actually drinking Skol.

We selected the best reactions and created lots of TV and social content.

The Creative Strategy was to PROVE PREMIUM BEER DRINKERS ARE SKOL LOVERS.

And if the unbranded test was the final proof, we made this our CREATIVE IDEA: creating a real brand that, in fact, was a prank that could catch consumers pretending to hate us, but loving us instead.

But we went beyond the film-prank, creating a replicable prank by launching the product in the market. Then inviting Skol Lovers, consumers and influencers to prank their fancy friends that hatted Skol too.

We really launched a completely new beer brand with a full campaign. But Kløs actually was more than a product, it was actually a prank. Created to reveal that our haters were actually lovers of our taste.

We send Kløs for our lovers, and they could also order it online in all the Country.

So besides the Kløs fake campaign, we create a parallel campaign teaching our lovers how to prank their friends with Kløs.

The result? thousands of videos posted on social media with our hashtag, embracing even famous influencers on it.

A campaign that started with a fake premium brand, and ended with revealing thousands of new lovers for our brand.

Kløs was the prank that made Skol hype again.

For the first time in 5 years, Skol sales went up.

In a nutshell: we achieved our goal and the consumer understood that he really likes Skol. After a few years of decline, Klos campaign achieved results above the norm in all KPIS and brand attributes, with emphasis on Effective Recall and “share with friends”. Besides that, the campaign raised the brand’s image among non-consumers, ensuring an increase in the persuasion attribute and promoting an effect on purchase intention. In addition to the results for the brand within the company, 88% felt better about the brand after the campaign, and 53% want to give Skol another chance.

Our brand had 62% of increase in quality perception.

More than 89 MM people impacted with our campaign

And 1450% Increased searches for Klos.