Campaign
SKOL – ’Talking can’
06 October 2011
BRAND:
Skol (ABInbev)
Region:
Brazil
DATE:
May-July 2010
AGENCY:
F/Nazca
CATEGORY:
Drinks (alcoholic)
In the run-up to the World Cup, beer brand Skol wanted to excite Brazilian football fans with a surprising and amusing activation.
Skol developed a can that looked and weighed like a normal can, but as it was brought out of its packaging it started to sing one of five Brazilian football chants through built-in speakers. To add to the surprise, some 150,000 special cans were hidden in regular packs and distributed during the World Cup.
Online, an application allowed users to type in their own message of support and a virtual can would read the message out in one of a selection of voices using text-to-speak software. The soundbite could then easily be shared with friends on Facebook,
Orkut or Twitter. Wallpapers, emoticons and ringtones supporting the Brazilian football team were also made available for download by fans.
A TV spot featured Argentinean football fans preparing to watch the game with Skol. They opened a can and were surprised to hear that the beer appeared to be supporting the Brazilian team with cheers and a song.