In order to differentiate the packaging from similar ones of competitors, we created the Skol Design kits, which turn aluminum bottles into decorative items for the home after consumption. The strategy aimed to associate the brand with a sophisticated appeal, to distance the brand from mainstream beers, and to bring it closer to the premium competitors.

To differentiate the packaging from similar ones of competitors, we created the Skol Design kits, which turn aluminum bottles into decorative items for the home after consumption. The strategy aimed to associate the brand with a sophisticated appeal, to distance the brand from mainstream beers, and to bring it closer to the premium competitors.

A total of 2.5 million Skol aluminum bottles were sold. The kits, which were an activation strategy for bottles, generated a US$1.3 million profit for Skol. More than 60,000 kits were sold, and 60% of consumers bought more than one. On social networks, 90% of the comments were positive, a new record for Skol, and e-commerce registered a sales conversion rate of 7% while the historic average in Brazil is 1.5%.