Heineken-owned super premium packaged beer Sol is installing permanent branded areas in flagship London bars as part of its ongoing below-the-line activity to celebrate the new ‘Espiritu Libre’ proposition. The initiative, led by agency Space, is designed to bring the new brand positioning to life and generate trial and visibility for the product, targeting its 30-35 year old male audience.
Space has created bespoke furniture and decor for the dedicated Sol areas. Items have been developed in-line with the look and feel of the Sol brand, using materials such as denim, worn leather, hessian, cast iron, wood, steel and vintage Sol bottles. Branding will be applied to the furniture and walls using rough stencils and stamps to create an industrial, distressed yet relaxed look and feel.
Partner bars include Southwark Rooms, Southwark; Grand Union, Chancery Lane; The White Horse, Brixton and The Woodman, Highgate, with more bars to be confirmed.
Nic Casby, Sol, said: “Sol is the definitive sunshine beer – a long lasting icon from Independent Mexico. However, we’re making efforts to move away from Mexican clichés such as fiestas and tequila; looking for unique and ownable ways to bring the brand to life. Space has risen to this challenge by translating our message to our target audience, creating spaces in which consumers can feel at ease while enjoying 
a bottle of Sol at the end of the day.”
Sean Kelly, group account director, Space said: “We have produced a series of bespoke premium permanent branded areas for Sol which create authentic, comfortable spaces for our target audience in each bar. By carefully choosing our bar partners, we are able to align Sol’s unique heritage and creative treatments with the bar’s own ethos and style to ensure that the branding remains credible to their environment. This approach has resulted in a series of unique areas which intend to disrupt the drinker’s journey to purchase and prompt them to enjoy a bottle of Sol.”
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