Is Social Media breaking old stereotypes in marketing campaigns?


Whether or not a person was a consumer of beer, in decades when TV was the main vehicle of communication, he/she might be exposed to commercials of different brands of this drink. Although the content varied per the different countries or regions around the world, most of those marketing campaigns followed certain patterns to reach the

Image credit: Tania Gian

audiences. More specifically in Brazil, where it was allowed to consume alcoholic drinks in some public spaces, beer campaigns for TV commonly featured a group of male friends gathering on the beach and drinking beer to celebrate summer. While they enjoyed their time together, they looked at young women in bikinis, exposing their tanned skins.

The results of those campaigns used to reflect in the increase or decrease of sales, but it was complicated for marketers to see clearly how many of the viewers, who could be potential consumers, rejected the brand since they could not identify with the chosen content.  That was because, throughout the TV era, audiences used to have a passive role while consuming the information. So, if they disagreed with the campaign, they were not able to provide an immediate feedback for the brand managers.


How have brands found out that they needed move from the one-fits-all to a more diverse range of products?

With  the advent of social media, each consumer can find his/her own voice, participating in dynamic online communities and sharing opinions on a variety of subjects. By analyzing the consumers’ responses in different channels, marketers are being challenged by the fact that many people might not identify with the stereotypes created in campaigns such as the beer’s advertisements described before.

Brands have been adapting their products to this new scenario and a recent campaign that called my attention belongs to the Brazilian beer Skol. Breaking with clichés, the campaign Skolors features natural looking people of different ethnicities and physical characteristics. Playing with image compositions, the video for the campaign delivers the message that colours are metaphors of the uniqueness of each consumer.

The change in consumer behaviour, which can be measured through social media channels , showed to some brands that they needed to update their marketing approaches to avoid wasting opportunities of growing.

In this sense, the campaign Skolors captured the main aspect of the contemporary society, which is its composition of individuals that assume and enjoy being themselves rather than trying to fit in imposed models. The choice for diverse characters was an effort to disassociate the brand from the cult of the body lifestyle and the sequence of images means people can interact in different ways than old standards.

The characters in the campaign are symbols that renovate the brand. And the new products are launched with a message informing that consumers have the choice of buying Skol beer in cans of different colours that match each one’s skin, which means every person’s intrinsic characteristics.  





Have you always been interested in getting involved in your city’s decisions but thought it would be a very complex process?

Watch this video to find out how digital media can help urban planning become a more democratic process, similar to the participatory Web.

Learning to code can be fun!

Looking for a fun way to learn coding?

How about trying  the In this website, you can find simple exercises and activities like the one illustrated below:                                                                                                           Badge_animate your name

However, if you are interested in learning programming or a specific language, it’s also possible.

You can choose the level according your ability and knowledge. When you reach important points of the lessons or complete the courses, you’ll be given badges such as the following pictures:

25 exercises in JavaScript 2015-11-11 2015-11-11 (3) 2015-11-11 (1) 2015-11-10

Another good thing about this online learning tool is that it is free.

Hope you enjoy learning to code!

Building a personal brand statement.

If you have ever developed a personal brand statement, you must be familiar to its purpose of delivering a concise and effective message that describes your strong skills and expertise.

In this post, I will share with you what aspects I considered relevant to build my personal brand statement. Firstly, I asked myself some questions:

  • Among the skills I’ve achieved, which of them are relevant to appear in the statement?
  • Do the skills represent my passions as well?
  • How can I use them to help people?

As I have been exploring new means of communicating my ideas, I decided to find a way to explain how I could use my previous experience in the field of design and the new skills I am building  not only to deliver modern solutions but also to present them through up-to-date tools. Respecting the need of summarizing the information, I avoided explaining each area of expertise. Instead, I preferred to say how their combination addresses a need.

I especially considered very important to emphasize how I can help people. That is because I believe that my personal brand statement should not just be limited to the unique way I can contribute to the society but, actually, it must show how I would create different solutions, addressing each case as a unique opportunity to evolve.

As a result, I developed my personal brand statement:

I combined my passion for creative activities, ranging from hand drawing to digital tools and video making, and my knowledge in architecture and science to help people envision solutions that will improve  the environments where they live.