Soft drink brand Solo is celebrating its 50th birthday with a new national campaign featuring women taking part n the adventure sports that made the brand famous in the 70s and 80s.
The new “Solo Women” campaign marks the first time that women have been featured in the drink’s advertising, which previously featured “generations of moustache and mullet-wearing Solo men” taking part in “heroic displays of effort” such as “kayaking off waterfalls, arm wrestling, fishing for a shark or even wrestling a crocodile.”
TBWA produced the campaign, which will run nationally across cinema, catch-up TV, retail screens, radio, outdoor, buses, Spotify, Facebook, Youtube and Instagram. It also sees the return of the old Solo jingle.
The new Solo Women ads feature world junior wakeboarding champion Chloe Mills and expert kayaker Dita Pahl.
“The iconic Solo Man still exists, but this showcases that all Australians’ thirst worthy efforts are deserving of a Solo!” said Lauren Fildes, general manager marketing for Asahi Lifestyle Beverages.
