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Overheated Russian World Cup Fans Given Ice Packs of Brazil’s Favorite Beer

Sweaty Russian soccer fans escape the heat with ice-encased packs of Skol beer.

Pippa Biddle

Russian soccer fans in Brazil for the World Cup were treated to six packs of Skol, the most popular beer in the host country, encased entirely in ice. In doing so, the Anheuser-Busch InBev owned brand became the first to create packaging for beer entirely out of ice. The unique packaging was designed to chill the beer without freezing it and included a handle for easy transportation.

The re-imagined six-packs were distributed to Russian tourists in Cuiabá, one of Brazil’s hottest locales, and a far cry from the harsh winters that Russia is known for. In the promotional video, Russian fans can be seen cracking the cases open by any means necessary to get to the icy treat inside.

You may need to brush up on your Portuguese and Russian to understand the video, but it doesn’t seem like the Russians are too upset about the surprise deliveries.

The campaign, signed by F/Nazca Saatchi & Saatchi, is a reminder that packaging can be both beautiful and multifunctional.

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