Heineken Launches New Sol 'Taste the Sun' Global Marketing Campaign


AMSTERDAM — Sol has introduced its new logo positioning Style the Solar, which embraces the solar’s sure power, and reinforces the logo’s heritage as a beer born in Mexico, reflecting the rustic’s hobby and energy.

The solar has all the time been integral to the logo’s heritage since its starting in 1899, when the unique grasp brewer, upon seeing a ray of daylight hit the beer, topped it ‘El Sol’, later turning into ‘Sol’. The brand new marketing campaign places a focus at the logo’s longstanding reference to the solar by way of appearing how each and every second can also be revitalized by way of the ability of daylight. Style the Solar encourages everybody to discover new chances and adventures out of the shadows and into the light.

Linking again to the core id of the logo, Sol has created a sequence of leading edge social posts that encapsulate the power and freedom of the solar. Those playful Fb and Instagram posts display how lifestyles is healthier out of the colour, giving the semblance of the topic expanding the brightness of the consumer’s smartphone, swiping proper to a sunnier symbol or escaping a publish to 1 with buddies on a roof terrace.

Alessandro Manunta, Global Manufacturers Portfolio Supervisor, mentioned: “Sol is intrinsically related to the solar and Mexico, and we needed to pay homage to the logo’s heritage by way of bringing this to lifestyles in our new marketing campaign. Sol is a sunshine beer that evokes folks to are living with color, vibrancy, and pleasure within the mild of the solar. We really feel that this new daring course will strengthen our original reference to the solar, but additionally have fun freedom and selection in a modern day society.”

Operating throughout virtual, TV, outdoor, e-commerce and off-trade activations, the marketing campaign might be rolled out all through 2018/19, beginning with Chile, Puerto Rico, Colombia, Paraguay. It’s going to then proceed to be introduced international, from Australia to Belgium, South Africa to the United Kingdom. These days, the Mexican-born beer is to be had in additional than 70 markets and has observed double-digit enlargement over the last yr.

About Sol:

Sol used to be based in Mexico in 1899 when a brewmaster took inspiration from a ray of daylight shining via a hollow within the brewery’s roof. Its tough good looks is full of the appeal of Mexican imperfection and the realization that our lives are enriched once we embody the solar’s sure power.

Sol used to be got by way of HEINEKEN in 2010.

About HEINEKEN:

HEINEKEN is the sector’s maximum global brewer. It’s the main developer and marketer of top rate beer and cider manufacturers. Led by way of the Heineken® logo, the Crew has a formidable portfolio of greater than 300 global, regional, native and strong point beers and ciders. We’re dedicated to innovation, long-term logo funding, disciplined gross sales execution and centered price control. Thru “Brewing a Higher Global”, sustainability is embedded within the industry and delivers price for all stakeholders. HEINEKEN has a well-balanced geographic footprint with management positions in each evolved and growing markets. We make use of roughly 73,500 folks and perform greater than 165 breweries, malteries, cider crops and different manufacturing amenities in additional than 70 nations. Heineken N.V. and Heineken Conserving N.V. stocks commerce at the Euronext in Amsterdam. Costs for the unusual stocks could also be accessed on Bloomberg beneath the symbols HEIA NA and HEIO NA and on Reuters beneath HEIN.AS and HEIO.AS. HEINEKEN has two subsidized stage 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Conserving N.V. (OTCQX: HKHHY). Most up-to-date knowledge is to be had on HEINEKEN’s site: www.theHEINEKENcompany.com and apply us by the use of @HEINEKENCorp.

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