Sol continues branded installations with Space
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Heineken-owned premium packaged beer Sol is installing permanent branded areas in 15 flagship London bars. The initiative, led by Space, builds on similar activity initiated last year and is designed to reinforce Sol’s independent ethos and encourage trial among its 30-35 year old male audience.
Installations in partner bars last year, led by Space, saw sales of Sol boosted by up to 25%.
Building on this success, this year Space proposed the creation of a new range of bespoke furniture and decor, with the brief to make the brand’s presence felt even more boldly. This will be done via transformational items that not only bring Sol’s independent spirit alive, but also create a big impact in owned areas of the bars.
The pieces have been inspired by each bar’s unique look and feel as well as the Sol brand identity, using materials such as cast iron, reclaimed wood, steel and vintage Sol bottles. Included in the suite of items are light installations, paste-up graffiti walls, window decals and 3D wall features made from up-cycled materials and rough stencils to create an original, authentic, laid back look and feel.
Nic Casby, senior brand manager, Sol, said: “Our Sol Flagship bars were a huge success in 2013, a true celebration of the brand’s new look and feel and our Espiritu Libre positioning. The Sol brand has seen fantastic growth in the past year and we’re delighted to partner with key customers to capitalise on this momentum. Here’s to a great summer on Sol!”
Sean Kelly, group account director, Space said: “The results of last year’s campaign were so outstanding that it made perfect sense to build on the concept for 2014. We’ve found that working with each bar on an individual level to complement their environment and customer experience with permanent visibility allows us to create an intelligent interpretation of the brand’s look and feel whilst stimulating sales. Working with bars in this way to create lasting visibility is one of Space’s key pillars towards building intimacy in the on-trade between brand and consumers, as well customers.”
