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MillerCoors' Sol up 'triple digits' behind new branding

Monday, August 20, 2018   (0 Comments)
Posted by: Patrick Leary, Milwaukee Business Journal

MillerCoors acquired the United States distribution rights to Sol in June of last year, and a fresh marketing push has the Mexican import working wonders for the beer conglomerate.

MillerCoors' marketing manager for the Sol brand Elizabeth Hitch said in a recent interview that Sol's sales are up "triple digits," according to the latest Nielsen data. The sales boost has been aided by a fresh marketing push for the brand, led in part by Chicago branding agency Soulsight, which helped give the brand's packaging a facelift.

"They wanted to see what they could do to optimize the look and feel of Sol for the North American market," said Graham Ebetsch, senior design director at Soulsight.

Soulsight, which has worked with MillerCoors brands Blue Moon, Arnold Palmer Spiked and Crispin Rosé previously, made its most obvious contribution to the revitalized Sol brand by returning yellow to the packaging's color scheme. Whereas before MillerCoors acquired the rights to the brand, Sol hid a darkly colored sun behind its red lettering, the new look bathes the packaging in yellow sunlight, allowing for a warmer, brighter concept.

Ebetsch said the sun had to be emphasized as the mascot for Sol, which means "sun" in Spanish.

"The sun had to be the backdrop and the overarching focal point," he said. "Yellow was something they had gotten away from."

Ebetsch also wanted to highlight the brand's heritage, and some version of the tagline "Born in the heart of Mexico in 1899" appears frequently around online marketing for the beer.

MillerCoors' Hitch said leveraging the brand's heritage could "create a strong sense of place" by evoking the vibrancy of Mexico in its look.

"We wanted to bring back the rich, consistent design history of Sol," she said.

Hitch said the design change has helped the product resonate more with customers.

"Creating a bright, sun-centric design with Sol’s distinctive red brand emblazoned on bright yellow rays that radiate across the packages has helped connect consumers with a message rooted in authenticity and optimism," she said.

The optimism around the brand goes beyond strong Nielsen data. Soulsight CEO George Argyros said he's received positive feedback about the beer's return from MillerCoors.

"We’ve heard that it's been doing well," he said. "There's happy buzz about it in the ether and within the hallways of MillerCoors."

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