AMSTERDAM — Sol has launched its new brand positioning Taste the Sun, which embraces the sun’s positive energy, and reinforces the brand’s heritage as a lager born in Mexico, reflecting the country’s passion and vitality.
The sun has always been integral to the brand’s heritage since its beginning in 1899, when the original master brewer, upon seeing a ray of sunlight hit the beer, crowned it ‘El Sol’, later becoming ‘Sol’. The new campaign 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. Taste the Sun encourages everyone to explore new possibilities and adventures out of the shadows and into the sunshine.
Linking back to the core identity of the brand, Sol has created a series of innovative social posts that encapsulate the energy and freedom of the sun. These playful Facebook and Instagram posts show how life is better out of the shade, giving the illusion of the subject increasing the brightness of the user’s smartphone, swiping right to a sunnier image or escaping a post to one with friends on a roof terrace.
Alessandro Manunta, International Brands Portfolio Manager, said: “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. Sol is a sunshine beer that inspires people to live with colour, vibrancy, and excitement in the light of the sun. We feel that this new bold direction will reinforce our authentic connection with the sun, but also celebrate freedom and choice in a modern-day society.”
Running across digital, TV, outdoors, e-commerce and off-trade activations, the campaign will be rolled out throughout 2018/19, starting with Chile, Puerto Rico, Colombia, Paraguay. It will then continue to be launched worldwide, from Australia to Belgium, South Africa to the UK. Today, the Mexican-born beer is available in more than 70 markets and has seen double-digit growth over the past year.
About Sol:
Sol was founded in Mexico in 1899 when a brewmaster took inspiration from a ray of sunlight shining through a hole in the brewery’s roof. Its rough beauty is filled with the charm of Mexican imperfection and the belief that our lives are enriched when we embrace the sun’s positive energy.
Sol was acquired by HEINEKEN in 2010.
About HEINEKEN:
HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 73,500 people and operate more than 165 breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.