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Heineken launches updated brand identity for Sol

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Heineken has unveiled a new global marketing drive for its Sol beer that ties the brand to its Mexican heritage.

Heinekens new campaign for Sol highlights the brands connection to the sun

Heineken's new campaign for Sol highlights the brand's connection to the sun

The 'Taste the Sun' campaign plays up Sol's roots as a beer first brewed in Mexico in 1899. The activation also highlights its connection to the sun, as the beer supposedly got its name when the original master brewer saw a ray of sunlight hit the bottle.

"We feel that this new bold direction will reinforce our authentic connection with the sun, but also celebrate freedom and choice in a modern-day society," said Alessandro Manunta, Heineken's international brands portfolio manager.

The campaign will run across digital, TV, outdoors, e-commerce and off-trade activations throughout this year and next, starting with Chile, Puerto Rico, Colombia, Paraguay. It will then continue to be launched worldwide, from Australia to Belgium, South Africa to the UK.

Sol is not Heineken's only Mexican beer. The brewer also owns Tecate, which plays heavily on a modern Mexican heritage when targetting Hispanics in the US market. Earlier this year, Heineken told just-drinks it is preparing Tecate for a launch in China, highlighting the brand's ability to pair well with food.

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