Sol Aims for More Focused Marketing in New Campaign Celebrating the Sun

Sol has launched its new brand positioning ‘Taste the Sun’, which embraces the sun’s positive energy, and reinforces the brand’s heritage as a lager born in Mexico, reflecting the country’s passion and vitality.

The campaign was created by Maarten Vrouwes and Friso Ludenhoff for J. Walter Thompson Amsterdam, and produced by New Amsterdam Film Company.

The sun has always been integral to the brand’s heritage since its beginning in 1899, when the original master brewer, upon seeing a ray of sunlight hit the beer, crowned it ‘El Sol’, later becoming ‘Sol’. The new campaign puts a spotlight on the brand’s longstanding connection with the sun by showing how every moment can be revitalised by the power of sunlight. Taste the Sun encourages everyone to explore new possibilities and adventures out of the shadows and into the sunshine.

Linking back to the core identity of the Heineken-owned brand, Sol has created a series of innovative social posts that encapsulate the energy and freedom of the sun. These playful Facebook and Instagram posts show how life is better out of the shade, giving the illusion of the subject increasing the brightness of the user’s smartphone, swiping right to a sunnier image or escaping a post to one with friends on a roof terrace.

Alessandro Manunta, International Brands Portfolio Manager, said: “Sol is intrinsically linked to the sun and Mexico, and we wanted to pay homage to the brand’s heritage by bringing this to life in our new campaign. Sol is a sunshine beer that inspires people to live with colour, vibrancy, and excitement in the light of the sun. We feel that this new bold direction will reinforce our authentic connection with the sun, but also celebrate freedom and choice in a modern-day society.”

Running across digital, TV, outdoors, eCommerce and off-trade activations, the campaign will be rolled out throughout 2018/19, starting with Chile, Puerto Rico, Colombia, Paraguay. It will then continue to be launched worldwide, from Australia to Belgium, South Africa to the UK. Today, the Mexican-born beer is available in more than 70 markets and has seen double-digit growth over the past year.

Source: Little Black Book

  Advertising, Alcohol, Beer, Beverage, Campaign, Global, Heineken, J. Walter Thompson, JWT Amsterdam, Marketing, New Amsterdam Film Company, Sol, Taste The Sun