Sol beer is to install permanent branded areas in flagship London bars as part of its below the line activity to promote its new ‘Espiritu Libre’ proposition.
Created by Space, the initiative will aim to target males between the ages of 30 and 35 towards the premium packaged beer brand, and to generate trial and visibility of the product.
Nic Casby, brand manager of Sol, described the beer as 'a long lasing icon' from Mexico, but explained that it had decided to move away from featuring such clichés as fiestas and tequila, adding that it was now "looking for unique and ownable ways to bring the brand to life."
Bars so far confirmed for the Sol branded areas include Southwark Rooms, Southwark; Grand Union, Chancery Lane; The White Horse, Brixton and The Woodman, Highgate; with others set to be announced.
Sean Kelly, group account director, Space, explained: “We have produced a series of bespoke premium permanent branded areas for Sol which create authentic, comfortable spaces for our target audience in each bar. By carefully choosing our bar partners, we are able to align Sol’s unique heritage and creative treatments with the bar’s own ethos and style to ensure that the branding remains credible to their environment. This approach has resulted in a series of unique areas which intend to disrupt the drinker’s journey to purchase and prompt them to enjoy a bottle of Sol.”
Space has created bespoke furniture and decor for the dedicated Sol areas, using materials such as denim, worn leather, hessian, cast iron, wood, steel and vintage Sol bottles.
Branding will be applied to the furniture and walls using rough stencils and stamps to create an industrial, distressed yet relaxed look and feel.