Sol aims to stoke momentum with 2019 campaign

Coming off a year in which the brand finished up nearly 200 percent, Sol in 2019 aims to keep its hot hand by building off its successful “Shine Your Way” campaign.

On the heels of rolling out a new line extension called Sol Chelada and the release of new packs, the bright Mexican lager released new work as part of an extended media campaign last month.

The campaign, which is slated to run through November — two and a half months longer than in 2018 – casts a broader net with a goal of connecting with more general market consumers, in addition to the core bi-cultural Mexican-Americans it targeted in its relaunch last spring. In all, it is projected to reach more than 95% of 21- to 34-year-olds.

“Last year, we set out to build the first Sol campaign in more than a decade, introducing the brand to U.S. drinkers in a way that was relevant and inviting. And it worked,” says Brittany Lanier, the brand’s marketing manager. “To keep building on this momentum, we’re slightly evolving our campaign, placing more emphasis on beautiful beer shots and social scenes. Doing so will help us connect with even more drinkers.”

The first round of the work includes three new television spots — two in English and one in Spanish. Each features the same upbeat, high-tempo optimism as the 2018 campaign but more prominently features shots of the beer itself in situations where it is enjoyed.




The brand, which MillerCoors relaunched in the U.S. a year ago with new packaging and marketing, casts Sol in a brighter, more-vibrant light. Sol finished the year up 198.5% in case volume, according to Nielsen all-outlet and convenience data through Dec. 29. It continues to perform well in 2019, up 142% year-to-date through April 6, per Nielsen.

The brand kicked off the year with a national expansion of its 12-packs of 12-ounce cans, leading to more placements in bigger chain stores, such as grocers and big-boxes.

On top of that, Sol’s first line extension, Sol Chelada, launched in February and is off to a hot start.

In addition to its new TV spots, the brand’s campaign stretches across social, digital and out-of-home. It is ramping up for a strong start to summer, which kicks off in earnest around Cinco de Mayo, a key holiday for the brand.

Sol also plans a big presence during the 2019 CONCACAF Gold Cup, the biennial soccer competition held in June and July that includes teams from North America, Central America and the Caribbean. It will air a new custom soccer spot during the games, including the widely watched finals, on Fox.

“We have robust marketing and sales initiatives in place to keep this great brand growing,” Lanier says. “An expanded media presence with fresh creative is a crucial part of getting Sol in front of more drinkers.”