Heineken as awarded the global advertising business for Sol to J. Walter Thompson Amsterdam. After a short and non-traditional pitch involving three international agencies, Heineken selected J. Walter Thompson Amsterdam as its global partner to develop the new assets for the Sol Brand internationally.
Sol, the original Mexican beer born in 1899, is one of Heineken’s fastest growing beer brands outside its home region. To capitalise on its increasing popularity, Sol was looking for a new communication partner to help to rediscover its rich roots and bring that to the forefront of communication.
Alewijn Dekker, Deputy MD, J. Walter Thompson Amsterdam said, "Sol has been living a little bit in the shade for some time. So we are thrilled to help build the brand towards fulfilling its true potential now".
Alessandro Manunta, Portfolio Development Manager, Sol stated, "We have chosen J. Walter Thompson Amsterdam not only because we think they have the right strategic mindset but also because their eagerness to succeed matches our ambitious growth plans on the brand".