Brilliant Brand Engagement from Sol Beer
Mexican beer brand Sol has consistently built their consumer proposition around authentic Mexican beer heritage and the Espiritu Libre (Free Spirit). Owned by Heineken, the beer brand’s language can tend towards re-hashed hyperbole – a little like Mexican beer meets Harley Davidson . But what the brand may lack in true originality and authenticity, it makes-up for with this fresh pieces of brand engagement thinking; Sol Search.
Sol Search is a new search engine that helps punters find the up-and-coming bars and restaurants, whether in your city, or when traveling to new places. Creating a new search engine to go up against Googles absolute dominance in that space is a big call, but Sol Search plays on Google’s weakness – where the most popular/optimised sites dominate organic rankings – meaning the local secret and up-and-coming bars typically get buried well down the list of any Google search. The Sol Search algorithm will smartly identify new cool spots based on their own criteria.
Sol Search is currently available in London where it has partnered with the uber cool Monocle Magazine. It’s scheduled to roll out for Sao Paolo in early December 2014 and ten more cities next year including Barcelona, Athens and Mexico City.
The service also uses check-in service FourSquare to reference customer reviews. To use the service, just type in a keyword and neighbourhood. For example, search for “Shoreditch barber” and you can instantly browse through the results.
You can get a little more of a feel for Sol in their brand clip below:
Spotted on www.psfk.com