Skol / Reposter
Brazilian beer brand Skol enlisted six female artists to rewor its old sexist ads and create new marketing assets for the brand, showcasing women as strong and independent
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The project encourages the public to alert the brand if they see one of its old adverts. Once they do, the company swaps them for the new ones. People can find more information about the artists on the campaign’s dedicated hub and even submit their own artwork and illustrations.
RESULTS / The agency reports that, so far, the campaign has resulted in 92% ROI. The campaign video has amassed 3.9 million views and generated 86% positive comments.
INSIGHTS /
While aligning your brand with feminism is a ‘safe’ purpose to adopt – it’s not an issue that people would argue against – if this change in messaging doesn’t appear to be authentic, consumers will see this just as an easy marketing tactic.
So rather than change all of its marketing messages from sexist to feminist overnight and risk appearing disingenuous, the brand admits its sexist past in a sincere way. This positions it as a company that has realised its past mistakes and truly wants to change for the better.
Having female artists at the heart of the project shows Skol as a brand that gives freedom to the consumer group it has objectified in the past. What’s more, by
also getting customers involved to help clear its sexist past by reporting offensive ads, Skol is empowering the public to implement its new positioning.