Mexican beer brand Sol is debuting a series of permanent outdoor promotional sites, with the launch of a campaign conceived by their marketing agency Space. High footfall social points around London will feature a variety of durable, Sol-branded areas, working to remove the dated cultural cliche of piñatas and fiestas, moving further towards their refreshed 'Espiritu Libre' ethos.Aiming to target males within the 30 - 35 age range, Sol will see their name splashed across modern, rugged materials such as denim, leather, hessian, cast iron, wood and steel, with accompanying vintage Sol bottles to complete the casually rustic ambience. Wall illustrations will also give the brand visibility, accompanied by bespoke furniture.
Sol brand manager, Nic Casby, explained their decision to find "unique and ownable ways to bring the brand to life", going on to say: "Space has risen to this challenge by translating our message to our target audience, creating spaces in which consumers can feel at ease while enjoying a bottle of Sol at the end of the day"
Group account director at Space, Sen Kelly, said: "By carefully choosing our bar partners, we are able to align Sol’s unique heritage and creative treatments with the bar’s own ethos and style to ensure that the branding remains credible to their environment. This approach has resulted in a series of unique areas which intend to disrupt the drinker’s journey to purchase and prompt them to enjoy a bottle of Sol."