Visual communication and brand repositioning: beer marketing cases


It is no longer new talking about the fact that large beer labels, such as Skol or Brahma, have strongly restructured their way of communicating to escape from the women, beach and barbecue theme. It is also almost pleonastic to associate Brazilians with beer consumption. But don’t give up on this text – yet. This month we´ve prepared topics focused on the importance of good visual communication. I almost instantly thought of the enormous challenge of running a rebranding like these companies: abandoning a concept of consolidated brand for generations and betting on something almost unheard of for this type of product.

Brand Repositioning

Influenced by a socio-political conjuncture of empowerment, and by an advertising market that has come to see the adoption of compelling discourses by brands as indispensable, the beer industry has opened its eyes. In yet another perspective, the emergence of small breweries and craft beers has taught consumers to appreciate the beverage more qualitatively than quantitatively. There was no other way but to face change to ensure competitiveness and identification with this not-so-new consumer who no longer saw much sense in the same language of women in bikinis serving bohemian men by the pool.
All this to say that brands – not just beer – know that they need to retain consumers in a market dispute that always counts with new players. We talk a lot about this during the creative of branding for a new company. In the case of breweries, there was also this small obstacle: recreating the concept without losing the strength of already quite traditional labels. Thinking of visual identity as a strategic part of the renovation process has been providential in altering the perception of how they are viewed in the marketplace – it is a bit of that feeling that “it was time, right, guys?”.

skol brand repositioning - Visual communication and brand repositioning: beer marketing cases

The most visual example (since that’s what we’re talking about) I know of was Skol’s campaign on International Women’s Day 2017. Just to refresh your memory, the company invited illustrators to recreate ads from the past. Perhaps this was the main strategic hook to face the problem: to assert a new position without sounding phoney or opportunistic, it was really necessary to publicly assume the mistakes of the past and “tear” the label – figuratively – for the emergence of others that´d really stick.
This new way of communicating visually must be the result of an accurate and attentive look to the consumer, the way they are informed, entertained and fed. This is because the whole look must refer to the set of concepts, values ​​and ideas that the brand wants to convey. If you like beer and think about Colorado, for example, you think automatically of the bear, typical Brazilian food and an artisan spirit (of course with particularities based on your experience, but always with a similar background).
That’s why assessing product differentials and especially the target audience are essential starting points for creating effective visual communication – or for redesigning it. It is worth mentioning that cases in the brewing world are interesting even to convince the most resistant organizations of how communication is the fundamental basis to generate reputation and make consumers true brand promoters.

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