- Challenge -

Shoppers are confronted with dozens of choices when browsing the grocery aisle and we needed to figure out how to win over consumers in a memorable way.

• How do we reposition the fifth-largest beer brand in Mexico to reach its growth potential in the United States?

• How do we build the first Sol product launch campaign in over a decade to introduce the product line to younger, 21+ age U.S. beer consumers?

- Opportunity -

Sol is a Mexican beer first brewed in 1899 by an ex-pat German brewmaster searching for a lighter-bodied, refreshing alternative to the darker, cloudier beers of that time.

We sought to harness the brand’s 120+ year history to speak to the modern consumer, so we focused our attention on an often overlooked customer:

Younger, legal-drinking-age Mexican-Americans who identify as 100% Mexican-American.

• U.S. Hispanics buying power amount: $1.7 trillion.

• Out of every dollar Hispanics spend on alcohol, 44 cents goes to purchasing beer, greater than Asian Americans (34 cents) or non-Hispanic consumers (39 cents).

• Mexicans are the largest population of Hispanic origin living in the United States, accounting for 60% of the U.S. Hispanic population.

- Solution -

We studied the Mexican-American audience extensively and built a culture-lead marketing strategy to capture their attention by educating them in a fun and culturally relevant way.

This modern Hispanic consumer audience doesn’t identify as 50% American and 50% Mexican, but as 100% Mexican-American. This audience has evolved to created a new culture that incorporates a mixture of cultures so the communication to them needed to embody relevant visual identities across technology, music, fashion, and sports.

- Results-

We helped launch one of the most innovative and engaging product launch campaign’s in our partner’s history.

• Our executions reached millions of younger legal-aged beer drinkers across the U.S.

• The Sol brands finished the year up 198.5% in case volume.

• Our sales strategy helped increase points of distributions across bigger retail chain stores, grocers, and big-box retailers.

• Our product sampling team interacted with 750,000+ Mexican-Americans across the US.