News & Views

Skol / Sex Doesn’t Sell

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Brazilian beer brand invites female artists to transform its sexist adverts

In the past, ads for Brazilian beer brand Skol have included posters objectifying women but these don’t represent the brand and its values today. So, to show that it is an inclusive company that respects women, Skol has invited artists and illustrators to turn its old, sexist posters into ads with messages of female-empowerment.

Eight female artists have taken part in the Reposter campaign and created new marketing assets for the brand that showcase women as strong and independent.

As part of the campaign, Skol encourages the public to alert the brand if they see one of its old adverts. Once they do, the company will swap them for the new ones.

People can also explore the female-empowering ads and find more information about the artists on the campaign’s dedicated hub and even submit their own artworks and illustrations.

The Reposter was developed by F/Nazca Saatchi & Saatchi in São Paulo.

 

Contagious Insight / 

Clean up your mess / As we outlined in our Brand Feminism trend, a growing number of companies across a range of sectors are championing women’s issues and rights in their marketing. But 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, and not as an issue a company really cares about.

This also applies to Skol. 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. And what a better way to do this than getting the exact same audience on your side that you previously disrespected? 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 so that they could show exactly how they would like to be portrayed in its marketing.

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. For more on the topic, read our Weaponising Your Audience trend, available through Contagious I/O.

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

Learn more about Contagious I/O