'Reeb Lokos' Means 'Sokol Beer'

Sokol Beer was not particularly popular in Russia until they found a clever trick to build brand recognition. Sokol commercials started using surrealistic surroundings, psychedelic symbols and weird music. But the strangest part was its new slogan “Ovip Lokos” (Овип Локос). The smartest viewers soon discovered that it was a mirror image of “Sokol Pivo” (Sokol Beer). People who drive cars and catch a sight of a Miller Beer billboard in a rear view mirror would read it as Reeb Rellim. No such problems for Sokol billboards!

Ovip Lokos – in the name of Good!

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