Sol cycle: MillerCoors wants to crack the Mexican import market
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On-screen copy in one ad describes the beer as “inspired by the sun.” That is a reference to Sol’s 1899 founding in Mexico, where a brewmaster was inspired by sunlight coming through a hole in the brewery’s roof. Itis supposed to have led to the creation Sol, which translates to sun. The lighter-bodied brew was a departure from the darker beers being made at the time, according to the origin story recounted on MillerCoors’ corporate blog.
MillerCoors declined to reveal spending behind the campaign but Selman described it as “one of the most heavily supported new brand launches in many years for MillerCoors.” Spending is split 80 percent on English language networks and 20 percent on Spanish properties, including Telemundo, where Sol will run ads in heavy rotation during the World Cup. MillerCoors also plans to make a splash during the summer solstice.
The ads are directed by Stacey Lee & Anthony Mathile, a directing duo known for their raw documentary style. They are represented by the production company Missing Pieces (which goes by “m ss ng p eces”). “This was a unique approach since a non-Hispanic director was going to direct a spot that has strong Latino influences. Yet it is through fresh eyes that new forms of expression are found,” Luis Miguel Messianu, Alma’s creative chairman and CEO, said in an email.
