While 2020 certainly turned out to be 20-plenty, it was not in the ways in which anyone expected. South Africans faced numerous challenges over the past few years but proved to be a resilient crowd, and persevered. To provide a moment of respite, even as we approach winter, Sol Beer launched a brand-new digital campaign – Sunny Side Up, which offers consumers an ‘upside’ to look forward to, even in trying times.
Just a few more sleeps to that new-new🕺🏾with @Pharoahfi. Don’t say we didn’t tell you. #TasteTheSun #SolBeer pic.twitter.com/OScW2w3qOB
— SolBeerSA (@SolBeerSA) June 7, 2022
Sol Beer, together with its partner agency, RAPT Creative, conceptualised a campaign that aimed to provide an alternate lens through which to see the world. These alternatives show a differing view regarding how situations can be perceived.
“When we embarked on this journey, we quickly realised that if we really wanted to compete as a key player in the market, we needed to determine what makes us different.” says Sol Brand Manager, Warrick Wyngaard.
The brand did this in the campaign by taking situations that could have been seen as doom and gloom and provided a positive lens upon which to look at them as it evidenced by the Sol brothers and sisters used in the campaign to portray the campaign narrative.
“What makes the Sunny Side Up campaign particularly relevant to our audience, is that it plays on the fact that South Africans, even when faced with tough times, never take themselves too seriously. As we say – ‘tough times never last, only tough people’ and Sol wanted to turn the frowns – sometimes embodied by our country – upside down and encourage our fans to dig deep to find resilience. We all have an optimist within” adds Wyngaard.
Wyngaard reiterated that while the brand does not aim to make light of difficult situations faced by the country, it does aim to inspire those watching to adopt a positive outlook on life.
Brothers and Sisters of sunshine! 🌞🌻I invite you all to #TasteTheSun 🍻 with Sol @solbeersa and witness to see things change forever. A fresh perspective is loading…prepare to be sick of me. 💅🏽💛🍻#SolBeer pic.twitter.com/jmyVgvoAhN
— 🥀Pharoahfi🥀 (@Pharoahfi) June 7, 2022
Featuring some of South Africa’s celebrated content curators and actors as the campaign faces, Lindah Majola, Farieda Metsileng and Mandi Mansnothot Sunny Side Up campaign creates a lens from which to view our world and challenges differently.
“Life is all about perspective, the inner optimist. Often, it’s the softest voice that needs to be amplified. Especially right now and, especially right here,” concludes Wyngaard.
Mzansi, this one is for you. You with the smile on your face. Let’s celebrate with a drink inspired by the sun. #TasteTheSun with Sol.
About SOL:
Born under the Mexican sun in 1899, Sol is a brand with a strong heritage and a close association with sunshine. Drinking a Sol beer feels like a ray of sunshine, light and easy. Perfect for sharing with friends on a sunny day. Whether you are having a rooftop-party with friends, or dancing at a sun-drenched music festival. Sol will always connect you to the positive energy of the sun.
About HEINEKEN South Africa:
HEINEKEN South Africa is a key player in the beer and cider industry in the country, with an impressive portfolio of brands, including Heineken®, Sol, Windhoek, Amstel, Strongbow, Fox, Soweto Gold, and Tafel. HEINEKEN South Africa is a joint venture between HEINEKEN N.V. and Namibia Breweries. Visit www.heinekensouthafrica.co.za
For more information follow Sol Beer across social media channels:
Instagram: @solbeersa
Twitter: @solbeersa