Campaign
Taste the sun
Campaign
Taste the sun
Challenge
Sol beer, with its dark and gritty brand style from previous years, was in dire need of a change. How can we sparkle Sol with energy, optimism and a youthful outlook?
Inspiration
Sol is the ultimate sun beer. It’s fresh. It’s light. Legend even has it that a ray of sunshine hit Sol’s first glass ever brewed, thus giving it its name. We needed to step back into that light. We needed to embrace the sun and all the good that comes with it.
Creative Solution
Taste the sun. With this brand line as our guiding light we created a film that shows the sun as an essential ingredient in life. A simple insight, the fact that people tend to scooch over into the sun, became a city wide chase for sunshine in our brand new spot. With a custom made track that became a latin music smash hit.
Running across digital, TV, outdoors, e-commerce and off-trade activations, the campaign rolled out throughout 2018/19, starting with Chile, Puerto Rico, Colombia, Paraguay. It then continued to be launched worldwide, from Australia to Belgium, South Africa to the UK.
Inspiring Growth
Sol beer has found its light and continues to spread positive energy all over the world. Today, the Mexican-born beer has seen double-digit growth over the past year.