Sol

Encourage trial and raise awareness of Sol as the Original Mexican beer in an authentic way.

Sol, the original Mexican beer falls into the sunshine category in the on-trade bottled beers market.  We developed the Sol Sunshine Revolution, a nationwide interactive platform.

A series of revolutions have sculpted Mexico's history.  All activity was carried out in a revolutionary and guerrilla style with lots of noise and colour.  

Sol generals officiated meetings in bars encouraging consumers to sign a declaration scroll to become an official member of the Sunshine Revolution.  Consumers received Peso notes, which entitled them to a complimentary Sol.  While meetings were in progress, drummers and Mexican flag bearers held demonstrations outside.

Campaign encompassed outdoor, ambient, online, digital, mobile & experiential elements and culminated in an authentic Mexican party in the Tivoli including Masamba drummers, rousing performance by Jape and David Kitt DJ set.