Bottles and cans were redesigned, of course. But the major emphasis in on new TV spots which describe Sol as “a brilliant Mexican lager,” and finish with the phrase, “Made to shine, just like you. Shine your way.”
Targeted at 21- to 29-year-old Mexican-American drinkers, the campaign strikes a different chord than other Mexican imports with a message rooted in authenticity and optimism, said Ashley Selman, MillerCoors vp-brand marketing, in a meeting with distributors last week in Austin, Texas.
“This is a group who identifies as 100 percent American and 100 percent Mexican. They love Mexico, but their opportunity is here in the U.S., and they love it here, too,” Selman said. “They are carving out a new place as the new face of America. The whole goal of this work is to shine a light on them.”
In addition to the television spots, Sol’s new creative campaign will feature new social media and digital work focused on where these younger legal-age drinkers increasingly live: on their phones. The work also focuses on themes that appeal to a broad cross-section of beer drinkers.
MillerCoors assumed control of U.S. sales and marketing for the brand last fall under a 10-year agreement with Heineken. It will support the brand nationally, with an enhanced focus on five key markets with large Mexican populations: Southern California, Arizona, Texas, Illinois and Las Vegas.