Sol launches on-pack giveaway to champion ‘Local Independents’

10th August 2015


HEINEKEN has revealed a new on-pack promotion for Sol following a multi-million pound investment into the brand, with the launch of a through the line, national campaign, #IndependentsDay. The promotion, the first of its kind for Sol, will run across the entire off trade hitting shelves in August, supported by digital and print activity. 


Born in 1899 out of post-revolutionary Mexico, Sol beer was a way of displaying ‘Espiritu Libre’ (Free Spirit) for those who drank it. Today the lager is still a symbol of freedom, entrepreneurship and independence. #IndependentsDay builds on these values and sees Sol partner with ‘Local Heroes’ throughout the UK who have broken from convention and started their own independent business based on their passions. 


Designed to maximise the campaign in the off trade, the Local Heroes’ stories will be seen across all 4 and 12 packs. Consumers will also 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. The campaign is supported by a print partnership and digital short films which will give more information on each Local hero and driving awareness of the promotion.


Craig Clarkson, Category & Trade Marketing Director at Heineken commented: “The Local Heroes campaign has been developed to reflect Sol’s core brand principles of authenticity and independence. 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.”