TBWA\Melbourne Showcases What It Takes To Be A ‘SOLO Man’ In 2018 With New Campaign

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.

https://www.youtube.com/watch?time_continue=2&v=Ugrt7F4Lr8k

https://www.youtube.com/watch?v=95k5AO6U1Sk

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.

CREDITS

Client: Schweppes Australia

Creative: TBWA\Melbourne

Media: Carat

AV: Guilty Content

Photography: Coco Productions