In the first summer after the lockdown, people in Brazil wanted to live the tropical heat by doing one of the most beloved activities in the country: stay at the beach. But of course, beaches in Brazil are not always places with a lot of infrastructure, therefore when the sun went down, people had to head home. Skol, the most consumed light beer in the country, saw an opportunity to put its claim of never ending fun to the test, by helping people to stay at the beach for a longer period of time.

Skol decided to update one of its most recognisable products of merchandising, the beach umbrella, and created the Sunbrella. A beach umbrella equipped with solar panels. During the day, they capture solar energy, and when the sun went down people had at least one hour of extra light source to keep the fun going.

Skol's is an accessible brand and the best selling beer in the whole country, so its main target audience is made of adults from all economic classes, so we approached the product launch by putting our new product on one of the most watched reality shows of the open TV: the survivor. Participants tried and tested the product on the most watched beach of the country, and initiated a mass interesrest, and to win one people just had to buy a pack of Skol.

First we told everyone about the new upcoming sunbrella through Skol's social networks, then we aired a promo on the most watched reality show on open TV, while the participants could use the sunbrella people at home could win one by buying a pack of Skol. In the meantime, several influencers received the product to tell their audience about the novelty. Thousands of sunbrellas were given in the first few weeks of the campaign and they brightened up the beaches throughout Brazil's shore.

200M impressions.

Skol's most engaging promo in 2021.

Promotional products sold out in only one day.