Heineken has announced a multi-million pound investment into Sol, with the launch of a new national campaign, Local Heroes.
Heineken says Local Heroes builds 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.
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. Those selected have all taken the bold step of starting their own independent business.
Craig Clarkson, Category & Trade Marketing Director at Heineken commented: “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.”