Brazilian Millennials | AB InBev
When Wieden+Kennedy was awarded the account of Skol Beats and other Ambev brands, the company contracted CRICA consulting to undertake a series of 6 studies. The idea was to identify and understand recurrent and emerging issues among Brazilian youth, to guide the positioning of new versions of the beverage that were being developed, as well as inspire new projects, contents, campaigns and partnerships.Custom-made methodologies were developed and applied to assess each theme in the series, which included nightlife, electronic music festivals, seduction, group fun and experimentation.In 8 months of work, we systematically identified and followed around 50 young people on social networks. We talked in person with at least 30 of them, including influencers, and carried out in-depth participant observations whenever the context required more thorough research. The studies provided the growing brand with clear paths to determine the brand's aesthetic and language choices. Follow the links below to view the first two agency campaigns for Skol Beats, based on the outcomes of the series of studies: https://www.youtube.com/watch?v=o-D-zSbDEWw / https://www.youtube.com/watch?v=hCqPcpmEbuw
