São Paulo - The launch campaign of Skol Aluminum
bottles, created in July 2013, is one of the main projects conceived by F/Nazca
Saatchi & Saatchi competing for a Lion at the Cannes Lions Festival of
Creativity. The project consisted of unique designs that enabled the bottle to
be turned into a lamp, clock, oil & vinegar set, candleholder or vase after
the consumption of the beverage.
Instead of just creating a campaign about
the new aluminum packaging, F/Nazca turned it into an object of desire, besides
A total of 2.5 million Skol aluminum
bottles were sold. The kits, which were an activation strategy for bottles,
generated a US$1.3 million profit for Skol. More than 60,000 kits were sold,
and 60% of consumers bought more than one. On social networks, 90% of the
comments were positive, a new record for Skol, and e-commerce registered a
sales conversion rate of 7% while the historic average in Brazil is 1.5%.
The campaign also promoted an armchair
designed by Pedro Useche, one of Brazil’s top designers. The resulting piece
uses the bottles' cylindrical shape to generate a relaxing massage sensation.
This piece of furniture has already won a Silver Pencil on One Show Awards
See the case study here.