Mexican beer import Sol announced last week it is launching a new brand positioning with its “Taste the Sun” campaign. Sol reports it is looking to link back to its core identity with a campaign that “puts a spotlight on the brand’s longstanding connection with the sun by showing how every moment can be revitalized by the power of sunlight.”
“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,” International Brands Portfolio Manager, Alessandro Manunta said via email. “Sol is a sunshine beer that inspires people to live with color, vibrancy and excitement in the light of the sun.”
The campaign, which will run across digital, TV and both e-commerce and off-trade activations (a drinks industry term meaning selling to food retailers like supermarkets, as opposed to on-trade, meaning selling to establishments like restaurants and bars), will roll out through 2018 and 2019 starting in Chile, Puerto Rico, Colombia and Paraguay, before launching globally.
Manunta said Sol created a series of innovative social posts “that show people stepping out of the shadows and into the sun, giving the illusion of the subject increasing the brightness of the user’s smartphone, swiping right to a sunnier image, or escaping a post by climbing into one with friends on a roof terrace.”
“The playful social posts, referred to as “hacks”, were made for mobile and replicate how people already use social media on their smart devices, e.g. scrolling through a Facebook feed or swiping through images on Instagram, but with a Sol twist,” Manunta said. “The main campaign video highlights the lengths that people go to to stay out of the shade and enjoy their Sol in the sun.”
An advertising push for a Mexican-born lager in the States is certainly timely. According to the Beer Institute, about two-thirds of the U.S.’s imported beer came from Mexico in 2017. A shareholder report from March of this year stated beer sales rose nearly 12% to $997.2 million in the U.S., thanks in large part to Mexican import beers like Corona and Modelo. For Sol’s part, the Mexican lager had relaunched with MillerCoors back in April of this year after being acquired by Heineken International in 2010. Gavin Hattersley, MillerCoors CEO, stated that the company will “bring more investment and focus to Sol than it’s seen in a very long time” in the States.
With the launch of the “Taste the Sun” campaign, Manunta said the new brand positioning plans on staying true to Sol’s roots and honoring the core identity of the lager: “The sun has always been integral to the brand’s heritage since its beginning in 1899,” he said. “The new campaign puts a spotlight on the brand’s longstanding connection to the sun and brings to life the belief that our lives are enriched when we embrace the sun’s positive energy.”