Sol’s new ‘Sunny Side Up’ campaign creates a lens from which to view our world and challenges differently.
South Africans have faced numerous challenges over the past few years but proved to be a resilient crowd, and persevered. To provide a moment of respite, even as we approach winter, Sol Beer launched a brand-new digital campaign ‘Sunny Side Up’, which offers consumers an ‘upside’ to look forward to, even in trying times.
Sol Beer conceptualised a campaign that aims to provide an alternate lens through which to see the world. These alternatives show a differing view regarding how situations can be perceived.
“When we embarked on this journey, we quickly realised that if we really wanted to compete as a key player in the market, we needed to determine what makes us different,” says Sol Brand Manager, Warrick Wyngaard.
The campaign consists of a video content series featuring influencers who are known for their optimism and enthusiasm on their various social media platforms. These are not any usual influencers; they live life 100% sunny-side up. Their followers value their perspectives and humour.
The influencers feature in video content in a series of four short format introduction films followed by longer format videos that demonstrate the optimistic lens through which they view the situation using OTT theatrical gimmicks and humour. The series aims to add some light-hearted fun and encourages the viewers on social channels to find the fun and opportunity in every situation.
“What makes the Sunny Side Up campaign particularly relevant to our audience, is that it plays on the fact that South Africans, even when faced with tough times, never take themselves too seriously. As we say – ‘tough times never last, only tough people’ and Sol wanted to turn the frowns – sometimes embodied by our country – upside down and encourage our consumers to dig deep to find resilience. We all have an optimist within” adds Wyngaard.
Wyngaard reiterated that while the brand does not aim to make light of difficult situations faced by the country, it does aim to inspire those watching to adopt a positive outlook on life.
Featuring some of South Africa’s celebrated content curators and actors as the campaign faces, Lindah Majola, Farieda Metsileng and Mandi Mansnothot Sunny Side Up campaign creates a lens from which to view our world and challenges differently.
“Life is all about perspective, the inner optimist. Often, it’s the softest voice that needs to be amplified. Especially right now and, especially right here,” concludes Wyngaard.
Mzansi, this one is for you. Let’s celebrate with a drink inspired by the sun. #TasteTheSun with Sol.
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