When it comes to how we can cool off on a hot day, the thirst thing that comes to our minds is the beer. SKOL knows it, makes it and, from now on, it also says it. Thus, together with MullenLowe, SKOL speaks to determined people about the main attribute of beer: the instant cooling effect. The new campaign signed by SKOL and MullenLowe is centered on new TV ads.
“We aimed to build on the success of the last year’s communication platform, dedicated to those who immediately find the perfect solution to cool, open and enjoy a real beer. SKOL offers uncompromising quality and a cooling wave so desirable when ‘we drink beer or we drink beer’,” says Paul Markovits, Marketing Vicepresident URBB.
The new TV ad has an unexpected character – a young Eskimo woman who brings the Arctic coolness on a drowsy terrace during summer heat. The appearance of this charecter is as unexpected as the effect of each mouthful of SKOL: it instantly cools you. And, if this is what we all expect from a beer, then we should try SKOL.
“After we all understood that there are no half measures for SKOL and for real beer lovers, we find out now that the coolness must also be total, as at the Pole, with Eskimo and everything! Because this summer we cool off or we cool off, we made no compromise in communicating one of the most important benefits of the beer, which we also enjoy so much: the instant coolness,” says Alina Bălan, Client Service Director MullenLowe.
For the coolness to cover us all, the promotion mix is completed by OOH, online and in-store.
The SKOL team is made of Denisa Jalba (Jr. Brand Manager), Lucian Gavril (Sr. Brand Manager) and Paul Markovits (Marketing Vicepresident).
The coolness from the MullenLowe team came from Andrei Munteanu (Group Creative Director), Victor Oprișan (Group Creative Director), Vasile Alboiu (Chief Creative Officer), Ilinca Nanoveanu (A/V Producer), Alina Bălan (Client Service Director), Adriana Tudoran (Account Director), Bianca Iancu (Account Executive).
For making the TV ad, MullenLowe worked with MME (Multi Media Est) production house, while the director was Asaf Kobrovsky.