It can be a bit of a shocker to be accustomed to chilly Russia and make the trip to sunny and warm Brazil for the 2014 World Cup, but drinking an ice cold beer sure helps. To show just how hospitable Brazil can be, Skol, one of Brazil's leading beer brands created a unique six-pack that was totally made from ice. Rather than freezing the actual cans of beer, the container kept the drinks refreshingly cool. The chilled Skol beers from the special six-pack were handed out to Russian tourists who arrived in Cuiabá, known as one of the hottest capitals in Brazil.
The icy World Cup beer pack was designed for Skol by the F/Nazca Saatchi & Saatchi agency in Brazil.
Ice Block Beer Packaging
Brazilian Beer Skol Delivers Ice Cold Beer to Russian World Cup Fans
Trend Themes
1. Ice Block Packaging - The innovative use of ice as a packaging material presents an opportunity for beverage companies to enhance the experience of consuming cold beverages.
2. Unique Container Design - Creating containers, like an ice six-pack, can provide a memorable and refreshing experience for consumers, opening up opportunities for packaging companies to design unique and novel packaging solutions.
3. Personalized Marketing - Personalizing promotional campaigns, like handing out chilled beer to tourists in hot locations, can create a positive brand experience and foster customer loyalty. Beverage brands can explore this as a strategy to connect with consumers.
Industry Implications
1. Beverage - The beverage industry can explore ice block packaging as a disruptive innovation to offer a unique and refreshing drinking experience.
2. Packaging - The packaging industry can capitalize on the demand for novel and creative solutions, such as unique container designs like an ice six-pack.
3. Marketing - The marketing industry can leverage personalized campaigns, like distributing chilled beers to tourists in hot locations, to create memorable brand experiences for customers.