SOL LOCAL HEROES

ISSUE: Drive trial and frequency amongst this target audience while making consumers believe that drinking a Sol stands for being your own man and ‘Asserting your freedom’. INSIGHT: Our consumer is under constant pressure balancing his career with a young family and is worried about losing his independence. He therefore makes discerning choices that allow him to follow his passions and assert that he is still his own man. IDEA: In order to highlight the ‘Espiritu Libre’ associated with the Sol brand, we created a unique and disruptive national campaign featuring a striking on-pack promotion which amplifies what Sol is all about - being your own man and asserting your freedom. We handpicked four passionate entrepreneurs to be our ‘Local Heroes’, and tasked them to craft bespoke prizes, including handmade bicycles, unique bags, and upcycled home décor which were available to be won each day.