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Sol beer is moving away from its image as a fashion accessory and appealing to the more lucrative market of young beer drinkers. A 2.5m campaign, through Harari Page, will break at the end of this month with poster campaigns running until the end of the year and TV commercials planned for the summer. The campaign seeks to take Sol to the ‘street’ by using language such as Neck It, Stonker, Emotion Lotion and Scorchio, accompanied by a shot of the brand.