The sun has always been integral to Sol’s identity and Mexican heritage since launch in 1899, when the original master brewer, upon seeing a ray of sunlight hit the beer, designed to name it after the sun, crowning it ‘El Sol’, later becoming ‘Sol’.
Sol challenged us to raise the brand awareness and bring meaning to Sol's positioning Taste the Sun – which encourages people to explore new experiences out of the shadows and into the sunshine, showing how every moment can be revitalised by the positive energy of the sun.
A chilled bottle of beer in the sun with friends is one of life’s joys. However, in the UK, these moments are few and far between, shown by the fact that two-thirds (64%) of people estimate they receive no more than an hour a day of sunlight in the winter. This problem resurfaces yearly in the news agenda when autumn comes around, with Brits finding it almost impossible to have a beer after work in the sun with friends.
To bring the sun back to Londoners, we opened the UK's first bar where the sun never sets, reconnecting city-dwellers with the positive energy and feeling of being in the sun when there wasn’t any.
STRATEGY & EXECUTION
To develop an insight-led brand activation that captured media attention and responded to consumer demand, we conducted UK-wide research among our target audience (25-35 city-dwelling professionals) that uncovered their perceptions of how the sun impacts and enriches their lives.
After finding that 45% of office workers surveyed receive no more than 30 minutes of sunlight a day during winter, The Sol Bar aimed to give sun-deprived Londoners a space to reconnect with the positive energy of the sun whilst enjoying the taste of summer.
To launch The Sol Bar at a relevant time for consumers and the news agenda, we coincided the opening with the clocks going back and days getting shorter. The story was segmented using a variety of assets to maximise interest through different touch points, including spokespeople, images, video and national and regional statistics.
We extended the British summertime by bottling up the feel-good power of the sun at The Sol Bar.
The bar was filled with SAD lamps that gave the optimal amount of sunlight a day, stimulating the release of serotonin and allowing Londoners to enjoy the vitamin D-boosting benefits of the sun, along with the scents, sounds and warm breeze of the summer air. It also had special lighting around the room that mimicked the sunset, creating a multi-sensory experience.
Open for three days in October 2019, media, influencers and consumers visited the space to enjoy the positive energy of the sun while enjoying a complimentary Sol.
We secured media interviews with brand spokespeople and held a wider media sell-in, leveraging video content, Images and compelling insights.
The Sol Bar reached 593M people across the UK and beyond, and +1K Londoners experienced the first bar where the sun never sets.
- 593M Potential Reach
- 980 pieces of coverage
- 796 online
- +1K consumers Attended
- +50 media/influencers at the launch event