When relaxing, young people get together to cook barbecues and drink beer. When buying the ingredients for the cook outs, one of the must-have items is ice: due to Brazil’s tropical heat, the beer needs to be kept chilled. The presence of the brand on a different medium generated the perfect link between the two brands, turning Skol beer into the ideal beverage for the occasion.

During the 3 months of the campaign, 600,000 bags of ice were sold in addition to the placement of stickers on 17 trucks and 400 refrigerators in points of sale. During this period, sales went up by 1,1% and brand preference by 2%.