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Sol kicks off global below-the-line campaign following Iris Worldwide appointment

Beer brand Sol is to develop a global below-the-line brand campaign with the help of creative network Iris Worldwide.

Sol was founded in Mexico in 1899

Following a pitch process Iris Worldwide has been appointed to develop a campaign to engage ‘independent urban men’ with a view to driving sales and positioning Sol as a free-spirited beer brand.

“Iris shone through amongst some very good competition with a strong combination of strategic background, provocative creativity and passion,” said Sol global marketing manager, Dave Shoemack of the appointment.

Steve Bell, European CEO of Iris, added: “Sol has a rich brand history, and isn't shy of joining the conversation with its customers. The power of participation is something that iris has been built on, and we'll be using this expertise and insight to enable Sol to engage new customers around the world.”

Running across 30 markets globally, Iris will also take on responsibility for the creation of a global toolkit and guidelines that will support Sol’s brand positioning. Activity will roll out during 2014 and will be run from the Amsterdam office of Iris Worldwide.

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