MillerCoors recently relaunched Mexican import beer brand Sol, and partnered with brand agency Soulsight (soulsight.com) to redesign a vibrant new look and feel.
Steeped in 119 years of history, Sol is a storied brand that was inspired by a ray of sunlight streaming through a hole in the brewery’s roof. With so much history behind the global brand, Soulsight’s creative team had to master the fine balance of repositioning and modernizing it with fresh energy, while retaining its iconic heritage to ensure the redesign didn’t alienate existing brand loyalists comprised of 21- to 29-year-old consumers.