Skol cools Russian World Cup fans with ice-packaged beer

by Ben Bold July 03, 2014

Skol: the lager brand has created real ice packaging for European World Cup fans

A six-pack of lager encased in packaging made from ice was used to tempt the palates of overheated football fans visiting Cuiaba in Brazil for the World Cup, in a campaign for beer brand Skol.

The limited edition packaging was distributed to Russian tourists in Cuiaba, one of the host cities of the 2014 World Cup and one of Brazil’s hottest locations.

Skol’s agency has created a film explaining the initiative, but you’ll have to polish up on your Russian to understand the voiceover.