Solo: Soon to be world-famous

Svein Larsen

Campaign details

Brand owner: Solo
Agency: OMD, TRY, APT and Magnum PR
Brand: Solo
Country: Norway
Media budget (USD): $500k-$1m
Channels used: Events and experiential, Internet - display, Internet - microsites, widgets, Online video, Other and ambient media, Outdoor, out-of-home, Product and other sampling, Public relations, Social media, Television, Word of mouth and viral

Executive summary

Solo is a soft drink that Norwegians like, but too few drink. We decided to increase its relevance by creating an international campaign for a brand that is only sold in Norway.

Our goal was to make Norwegians proud of their national soft drink again. This was done by introducing Solo in a glamorous international context, where we could play around with the fact that even though Solo is a small Norwegian soft drink, it has the same confidence and ambitions as big global brands. The relocation of market activity to a much bigger arena underscored Solo's small size, and as we are a small nation, many people tend to sympathise with the underdog.

Campaign background