Beer drinkers were getting pickier, interested in ingredients and new beers. Therefore, Pure Malt beers started to gain space in the market. Skol, the biggest beer brand in Brazil, was always the one to bring innovations that broke the rules of the market. It wouldn't be different this time. Unlike a traditional launching, the brand created a new beer with exclusive hops that brought a completely different flavor. The problem was that this ingredient was practically unknown, which kept the people from truly understanding the size of this innovation.

Despite being present in all beers, no one talked about hops. Since no one talked about hops, our idea was to transform this lack of knowledge into a taboo, because nothing generates more curiosity than what is obscure and a little forbidden. Therefore, the campaign encouraged the people to break this "possible" taboo and talk openly about hops.

The story began with a teaser, arousing the people's curiosity about this little-known ingredient. Then we sustained the idea with films depicting how difficult it was for people to talk about hops. Finally, we generated buzz and reach with big digital influencers and spread the story with micro-influencers.

1. Arousing curiosity:

A very amateur-like teaser film that opened the discussion about the taboo: "the Brazil I want is a Brazil in which I can talk openly about hops".

2. Sustaining the idea:

Films and posts that depicted embarrassing situations between couples, friends, parents, and children who found it hard talking about hops.

3 Generating buzz:

Macro-influencers reinforced the controversy about hops being taboo.

4. Gaining scale

Micro-influencers spread the message, making hops turn into a topic all over the country.

In less than 6 months…

? 3rd most searched question on Google In 2018: What are hops?

? Conversation around hops increased 128%

? 12% mkt share in the segment

? 40% repeat rate

? +93% volume incremental Skol