Iconic Australian soft drink brand SOLO has launched its first brand campaign in two years.
The campaign, developed by TBWA\Melbourne and Carat, showcases how modern men get their thirst.
The much-loved Australian brand became famous for its 70s and 80s advertising where the now iconic SOLO Man tackled extreme activities in order to work up a sweat.
Today’s work, ‘A Thirst Worthy Effort’, offers a new take on what it means to be a SOLO Man in 2018, with men doing things like arc-welding costumes for a school play and constructing Swedish furniture.
Lisa Saunders, general manager of marketing at Schweppes, said: “Modern masculinity takes many shapes and forms, and our new SOLO Man exemplifies exactly that”.
The campaign, which features outdoor, print, and AV elements for online and social, will run for six weeks.
Client: Schweppes Australia
AV: Guilty Content
Photography: Coco Productions