Skol Taps Women to Recreate Sexist Posters From Its Past
Brazilian Brand Confronts Its Own History
Mar 10, 2017
Plenty of brands are keen to shout about female empowerment, but not many have confronted their own past marketing head-on. That's exactly what Brazilian beer brand Skol decided to do, however, with a project in which it challenged female artists to reinterpret some old posters.
For the "Reposter" project, agency F/Nazca Saatchi & Saatchi brought together a group of feminist artists and asked them to draw new versions of the kind posters in which women pose in skimpy bikinis and serve beer to men. In the new posters the women are more empowered, drinking the beer themselves and looking strong and confident. Check the posters out at the online gallery, where Skol is also asking anyone who finds an old, sexist, poster for the brand to share the info.
It's quite the different approach from A-B's recently announced female-centric approach to promote its Lime-a-rita brand.