Heineken-owned premium packaged beer Sol has launched an instant win promotion in bars across the country. The initiative, led by Space, has been designed to drive visibility, rate of sale and encourage brand reappraisal with its target 30-35 year old male audience.
The Sol ‘Independent Spirit’ campaign is an evolution of last year’s instant win promotion, featuring bigger and better prizes that bring to life the brand’s ‘Espiritu Libre’ platform. The prizes on offer aim to build a more intimate relationship between Sol and its consumers, offering dream-come-true experiences tailor-made to the target audience’s passions and aspirations.
One thousand five hundred pubs and bars across the country have been provided with on trade POS kits featuring items including posters, table talkers, beer mats and branded ice buckets to communicate the initiative to drinkers. Entry is as simple as entering a unique reference number (URN) online, found on specially designed promotional bottle neck collars.
Top tier prizes include an expedition for the winner and three friends to the Inca ruins in Machu Pichu, off-roading in Nevada, swimming with whale sharks in Mexico and a train journey in the Himalayas. Other prizes include surfing, photography and guitar lessons as well as vouchers for films and albums that reinforce the ‘Independent Spirit’ theme such as Jimi Hendrix ‘The Experience’ and the film ‘Into the Wild.’
David Lette, brand director for Premium Lager at Heineken UK said: “The Sol brand is all about asserting your independence. Sol Bucket List brings this to life, allowing 30+ men with increasing responsibilities to regain their independence through life changing experiences, ticking things off their individual Bucket List.”
Sean Kelly, group account director at Space said: “It’s been a pleasure to continue to develop Sol’s Espiritu Libre platform. The Sol brand is going from strength to strength and this campaign continues to build intimacy with the target audience by allowing them to unleash their inner free spirit through the unique experiences we’re offering, whilst placing Sol at the centre of this journey of discovery.”