We delivered to the house of every man living in the city of São Paulo, beer drinker and subscriber of the Placar magazine, his edition of the magazine immersed in a cube of ice sponsored by the Sol beer.A true operation was built with the objective to prepare the magazines and deliver them in the first week of December, date subscribers receive their Bond every month.The first step was to receive thousands of samples of the magazine with the Sol beer ad in its inside cover addressed to these subscribers.

Each magazine was wrapped up with a totally water proof, thick plastic.In sequence, each magazine was placed inside special freezers then placed in a special packaging and put in vehicles which distributed to each subscriber.Special delivery people, went door-to-door and personally handed the kit to the reader.

The whole “Iceeeed” campaign made the company’s overall sales volume increase in 8% in the last trimester of 2008, a growth above the market leader that has a smashing 70% of the Brazilian beer market.