Sol uses branded products to promote instant win campaign

HEINEKEN-owned premium packaged beer Sol is using branded products to promote their instant win promotion in bars across the country. The ‘Independent Spirit’ initiative, led by Space, has been designed to drive visibility, rate of sale and encourage brand reappraisal among the target audience of 30-35 year old males.

1,500 pubs and bars across the country have been provided with on trade POS kits featuring promotional items including posters, table talkers, beer mats and branded ice buckets. The products are being used to communicate the initiative to drinkers. Entry is as simple as entering a unique reference number (URN) online, found on specially designed promotional bottle neck collars.

Top tier prizes include an expedition for the winner and three friends to the Inca ruins in Machu Pichu, off-roading in Nevada, swimming with whale sharks in Mexico and a train journey in the Himalayas. Other prizes include surfing, photography and guitar lessons as well as vouchers for films and albums that reinforce the ‘Independent Spirit’ theme such as Jimi Hendrix ‘The Experience’ and the film ‘Into the Wild’.

The Sol ‘Independent Spirit’ campaign was created by Space, a London-based agency which creates award-winning brand, shopper, experiential and digital work. It is an evolution of last year’s instant win promotion, featuring bigger and better prizes that bring to life the brand’s ‘Espiritu Libre’ platform. The prizes on offer aim to build a more intimate relationship between Sol and its consumers, offering dream-come-true experiences tailor-made to the target audience’s passions and aspirations.

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