Centred on communicating the brand's 'young and fun' core message, Sol has tapped Spotz Media to handle a vast majority of the below-the-line activations that are running alongside the campaign's centrepiece: the chance to win an all-expenses-paid holiday to Cancun in Mexico. The campaign is the first major initiative since the partnership with Carlsberg was formed, and also seeks to challenge the dominant Mexican beer brand, Corona. "Sol, a long time ago, used to be the market leader, but because of the shifting brand agencies previously, it has shifted to Corona somewhat," said Louis Chow, head of Sol's marketing and sales division, Carlsberg.
Sol battles Corona with major promo
Mexican beer label Sol is gearing up for the largest promotional campaign of its Hong Kong history, after recently inking a strategic partnership giving its Asian sales, marketing and distribution rights to Carlsberg.
