2002 - 2004
BRAZIL’S BIGGEST MUSIC FESTIVAL
Launched in Brazil in 1967, the Skol beer always pushed the
market forward by being the ﬁrst one to be sold in cans (71),
aluminium cans (89) and long neck (93), among others.
In 1997 the Skol beer was the 4th most consumed in Brazil,
with a 15% market-share.
But, by the end of the 90‘s, that started to change.
The company decided to reposition the brand, betting on its
smoother ﬂavour and aiming at the entertainment ﬁeld to
differentiate it from its competitors.
The “It goes down smooth” campaign was born and brought
with it, among some other initiatives, the Skol Beats Festival!
Born in 2000 and attracting 15,000 people,
the Skol Beats Festival quickly became a
success due to its association with a new and
fast-growing musical style: the Electronic.
For its 3rd edition, in 2002, AmBev decided
to bet higher than ever, moving the Festival
to Sao Paulo’s city centre and investing to
make it the biggest one in the South
Hemisphere (and 3rd in the world),
attracting 50,000 attendees!
I was part of the team who has worked on this project for 3
years, from conception to delivery, both on the planning and
As a Planner: As an Art Director:
- Developing blueprints - Developing Creative collaterals as
Press kits, badges, hand-outs, outﬁts,
- Allocating resources VIP kits, invitations, stickers, etc.
- Optimizing public ﬂow - Creating activation efforts to
promote it among its target.
The bet made by AmBev paid off, and the Skol Beats Festival
became the most expected musical event of the year, lasting
for 10 editions (up to 2009).
The Festival generated a spin-off product, the
Skol Beats beer, carrying a unique bottle and
a more alcoholic composition.
In just 4 years, Skol skyrocketed from the #4
position to the #1 position, doubling its market
share to 31%.
At the Brazilian leg of the Marketing Agencies Association
Worldwide (MAA) Globes Awards, the effort won as:
•Best and Most Efﬁcient Long-Term
•Best Brand Loyalty Campaign
•Best Entertainment Campaign
•Best Brand Awareness and Trial Campaign