Reposicionamento da marca: uma estratégia de competição ou uma adaptação aos fatores socioculturais? O caso da cerveja SKOL

Skol beer, created in 1964 in Denmark and brought to Brazil in 1967, is one of the most important and profitable products for the Brazilian economic system (ENVASE BRASIL, 2023). The Skol brand is one of the most important for the country and much appreciated by Brazilians. Given its importance, this work aimed to analyze the repositioning that occurred by the brand, through its advertisements. In the case of a company that has always invested in its campaigns, it is essential to imagine that it would have quality material that could be used. In this way, an analysis was carried out of three Skol advertisements released in the years 2023 and 2024, where the aim was to identify aspects that demonstrated the brand's new image taking into account its entire repositioning process and the reasons that led it to take this action. To analyze them, content analysis was used, which explored the content of the message and presented it according to the interests of the theme of this work. In this way, this study is characterized as descriptive, qualitative and documentary research. By analyzing the advertisements, it was possible to identify the changes that occurred, mainly in its pieces and understand the reasons that induced it to change its strategy, such as sociocultural changes and, later, the popular pressure that was the trigger for its entire repositioning. From the studies, it was found that changes in society and the public's influence on brand decisions have transformed Skol's image - from an outdated brand into an example of successful repositioning.