Heineken has revealed new on-pack promotion for Sol, with the launch of national campaign, #IndependentsDay
The promotion is due to run across the entire off trade this month, supported by digital and print activity, and sees Sol partner with ‘Local Heroes’ throughout the UK who have broken from convention and started their own independent businesses.
Designed to maximise the campaign in the off trade, the Local Heroes’ stories can be seen across all 4 and 12 packs. Consumers have the chance to win exclusive one-off prizes, handcrafted by four ‘Local Heroes’. The free prize draw competition includes prizes such as bespoke furniture; up cycled from scrap or music memorabilia, hand-made bikes and unique outdoor bags.
Craig Clarkson, category and trade marketing director at Heineken, said: “The Local Heroes we have identified are living, breathing examples of the spirit and attitude of Sol. We’re confident the launch of the Local Heroes campaign and on-pack promotion will help to build consumer awareness and excitement around Sol and further raise the brand’s profile in-store.”
Born in 1899 out of post-revolutionary Mexico, Sol beer was a way of displaying ‘Espiritu Libre’ (Free Spirit) for those who drank it, and #IndependentsDay is designed to build on these values.
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