Sol – Sol Private Mega Fiesta
Astral Mix was hired by Sol to devise a summer campaign for an adult audience between the ages of 18 and 34. It was a complex mandate, as the campaign aimed to expand the scope of the target, while increasing brand awareness in summer and, of course, sales. Astral Mix responded with the Sol Private Mega Fiesta.
Using a synergistic mix of television, radio, Internet advertising and promotional events, Astral Mix created a festive summer campaign worthy of the product, which not only greatly increased brand awareness, but positioned it as a requirement for any successful party. The strength of the campaign lay in the fact that the contest allowed the public to personalize their prizes, thereby creating a complicity between the brand and the target. Moreover, by offering more Fiesta party options on the purchase of cases of Sol, Astral Mix stimulated product purchases in the short term.