Bucharest, September 7th 2015
The new image campaign for SKOL was released on July 4th with a TV ad aired on the main Romanian TV stations, the media mix being completed by radio, transit, digital, OOH and trade materials. All executions are signed by Lowe.
“We looked for a strong vision that could express, in a relevant and honest manner, the nature and promises of the SKOL brand. We found it in the proposals developed by Lowe, which convinced us through a creative and memorable concept, showing a great understanding of SKOL consumers. From the inspired bottle opening gesture all the way to the slogan, that has by now entered the urban vocabulary, the new SKOL campaign is fresh, honest and talks in a relevant manner to our consumers”, says Paul Markovits, Marketing Vice-president, URBB.
“ X: Are we going to get the job done or shall we do it tomorrow? Y: You know what?! Why don’t we…have a beer?” That is a fragment from our intellectual discussion during our brainstorming for the pitch… From that moment to the “we drink beer or what” (ori bem bere, ori bem bere) slogan we only took one more step and… enjoyed many beers. Sometimes things just happen this way. We liked the phrasing, so we decided to pitch it. And we were right in doing so. Or else, maybe someone else would have. Sometimes simple sayings are the best, especially when they come with our favorite beer – SKOL”, adds Vasile Alboiu, Chief Creative Officer, Lowe Group.
The ad highlights the quality of SKOL beer, while using the original beer bottle opening tactic in order to suggest that a quality beer should be drunk as you want to. The concept behind the campaign was the result of an intensive strategic and creative process, supported by a powerful research component.
SKOL is the only mainstream beer with a 100% malt recipe, so we decided to focus on positioning it as a quality beer which can be drunk without the pretentious rituals of a premium beer. Creatively, this translated into a quality beer being opened, cooled and enjoyed as the consumer wants to, because good things should not be postponed. The campaign signature is borrowed from the day-to-day language of beer consumers and says, without any doubt, that going out for a beer is a very serious activity and any obstacle that might stand in your way should be exceeded. If you cannot open the beer, you have to find a solution. If there is no glass, you drink directly from the bottle and, in the end, if you want to drink a beer, you should choose a quality one, and by that we mean SKOL!
The Lowe creative team, coordinated by Vasile Alboiu (Chief Creative Officer) is formed by: Copywriters – Andrei Munteanu, Manuela Gogu and Maria Nagy. Art Directors – Victor Oprisan, Dan Costea, Anca Masek and Tiberiu Moldovan. The strategy team features Bogdan Ionita and Andreea Lipara. AV – Ilinca Nanoveanu. Adriana Tudoran and Bianca Iancu are part of Lowe’s Client Service Team, managed by Alina Balan (Client Service Director).
The SKOL team: Paul Markovits (Marketing VP, URBB), Elena Maracine (Senior Brand Manager, SKOL), Cristina David (Marketing Services Manager) and Denisa Jalba (CMI Analyst).
The production studio is Saga Film, the video ad is directed by Razvan Marculescu and Alex Sterian is DoP.