Heineken has revealed a new on-pack promotion for Sol following a multi-million pound investment into the brand. The promotion – #IndependentsDay – will hit the shelves this month, supported by digital and print activity.
#IndependentsDay 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 competition includes prizes such as bespoke furniture up-cycled from scrap, music memorabilia, hand-made bikes and outdoor bags.
The campaign is supported by a print partnership and digital short films, which will give more information on each Local Hero and attempt to drive awareness of the promotion.
“The Local Heroes campaign has been developed to reflect Sol’s core brand principles of authenticity and independence,” commented Craig Clarkson, Category & Trade Marketing Director at Heineken. “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.”
