Drink Right, You F*** Right - Skol | Clapboard Ad Archive

Skol’s 2019 campaign Drink Right, You F*** Right, created by Wieden+Kennedy São Paulo, rewrites the playbook on responsible drinking in Brazil’s alcoholic drinks market by confronting the taboo intersection of alcohol consumption and sexual intimacy with irreverent candor and humor. This film-driven initiative leverages what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem—using sex as a metaphor to illustrate how excessive drinking undermines social and intimate experiences, thereby reframing moderation as a pathway to enhanced pleasure and connection. Rather than defaulting to conventional scare tactics or moralistic messaging, the campaign’s bold analogy challenges consumers to rethink their relationship with alcohol through a culturally resonant and relatable lens. The strategic activation extends beyond the film asset into real-world touchpoints where Skol Beats partnered with online beer retailers to offer personalized packs combining three bottles of Skol Beats with three complementary water bottles, underscoring hydration as a critical element in maintaining control and enjoyment. This product integration is amplified within São Paulo nightlife venues, where patrons receive a free water bottle with every drink purchase, reinforcing the campaign’s call for smart consumption. The multi-channel engagement is further enriched through branded posters, stickers, clothing, condoms, and digital assets like mobile and desktop wallpapers, as well as a creatively conceived sutra fail folder, all designed to sustain the conversation and embed the message within cultural moments. Wieden+Kennedy’s work aligns Skol Beats with a progressive, socially responsible stance on alcohol that prioritizes authentic enjoyment over excess, positioning the brand as a modern advocate for conscious partying. The campaign’s Clapboard Campaign Score is 74/100. This campaign matters because it demonstrates that alcohol marketing can provoke cultural dialogue and encourage behavioral change by using humor and metaphor to navigate sensitive topics, thereby setting a new standard for responsible drinking communications in the food and drink category.