By placing a man on the cover of Playboy, the campaign impacted and involved the public with total success. The unique action jumped off the pages and became a topic of discussion among opinion makers. By means of this surprising and unique strategy, Skol increased its proximity to its consumers and reinforced the campaign concept, to show the difference between beer that goes down round and beer that goes down square.

To make the idea feasible, production and media costs were included in the same package. Photos for both covers were done in one shoot. By humorously interfering with Playboy’s cover, the campaign generated much exposure for Skol and reaffirmed its positioning as the beer that goes down round.