Brazilian Brewery Hires Female Illustrators to Reimagine Old Ads

The campaign aims to ‘keep the past in the past’

The brewery is moving beyond the “sex sells” marketing strategy.

It’s not every day that a company owns up to its mistakes, but Brazilian brewery Skol is confronting its racy advertisements from the past and has collaborated with female illustrators to recreate its posters in a new light, Adweek reported.


In previous ads, women are depicted dressed in bikinis or backless skirts while holding bottles of Skol beer, which the brewery says doesn’t represent them anymore, according to the campaign video.


The brewery enlisted the help of illustrators Eva Uviedo, Criola, Camila do Rosário, Elisa Arruda, Manuela Eichner, and Carol Rossetti along with advertising agency F/Nazca Saatchi & Saatchi for the campaign.


“I accepted this invitation because it is important to deconstruct stereotypes [and] preconceived notions,” Criola says in the video.


To keep the conversation going, the brewery is accepting submissions for more poster creations that send a positive and respectful message.


To read about how AB InBev tapped into a female-led marketing team for the rebranding of Lime-A-Rita, click here.