Heineken is highlighting Sol’s ‘Espiritu Libre’ - free spirit - with a promotion that will see winners receive a unique handmade prize.
The brand has teamed up with four ‘Local Hero’ artisans that each have an approach to their work that sets them apart. They are: bespoke bicycle maker Darron Sven; handmade bag producer Alec Farmer; Paul Firebank, who crafts accessories out of scrap metal; and Andrew Fitzgerald, who refashions old furniture.
The promotion, featuring on four and 12-packs of Sol running from this month, will give drinkers a chance to win one prize a day until the end of September., when they enter their barcode at the Sol website. The giveaway is supported by a series of digital films giving more information on the ‘Local heroes’, and a print and online partnership with the London Evening Standard. The campaign’s digital content will make use of the hashtag #IndependentsDay.
“The Local Heroes campaign has been developed to reflect Sol’s core brand principles of authenticity and independence,” said Craig Clarkson, category and trade marketing director at Heineken UK. “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.”
Sales of Sol are up 12.5% to £19.2m [Nielsen 52 w/e 25 April 2015].
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