Heineken has announced a multi-million pound investment into Sol, with the launch of a new national campaign Local Heroes.
Local Heroes aims to build on the brand’s values of “independence, freedom and originality” and sees Sol partner with people throughout the UK who have demonstrated crafted passion by doing things their own way.
Launched in London, four Local Heroes have been hand-picked to feature in the first phase of the brand’s global campaign – from a former IT consultant who now makes custom guitars for Stevie Wonder’s bassist, to the general manager of Gordon Ramsey at Claridge’s who exchanged Michelin stars for barbecued street food – each of the Local Heroes made a bold decision to start their own independent business.
Craig Clarkson, category & trade marketing director at Heineken, said: “The Local Heroes campaign has been developed to reflect Sol’s core brand principles of craftsmanship, 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 will help to build consumer awareness and excitement around Sol and further raise the brand’s profile in-store.”