To celebrate its 50th birthday, Aussie soft drink Solo, has created its first campaign featuring ‘Solo Women’ joining in the adventure sports that made Solo famous through the 70s and 80s.
Generations of Australians have grown up listening to the iconic Solo jingle, while watching moustache and mullet-wearing ‘Solo Men’ kayaking off waterfalls, arm wrestling, fishing for sharks, and even wrestling a crocodile.
Now, women are getting in on the action, joining in the signature ‘slamming it down fast’ ads for the milestone birthday year, with new ads featuring world junior wakeboarding champion, Chloe Mills, and expert kayaker, Dita Pahl, who competes in the Australian Wildwater Canoeing Team.
Lauren Fildes, General Manager Marketing for Asahi Lifestyle Beverages, said the ads were a nod to the nostalgia of the famous ads.
“The iconic Solo Man still exists, but this showcases that all Australians’ thirst worthy efforts are deserving of a Solo,” she says.
Solo was launched in 1973 and its ads have featured four main actors, including the original Michael Ace in the ‘70s and ‘80s, comedian Joel Creasey’s father Terry and, more recently, Wollongong’s Adam Demos who is currently starring in the Hollywood hit show ‘Sex/Life’.
Today, almost 60 million litres of Solo, including no-sugar Solo Zero, are consumed by Australians each year. The iconic lemon tang brand remains in more than 1.7 million Australian households.
The Solo range now features an original, Zero Sugar, and a lemon-lime Solo in Zero Sugar. There was even a limited-edition range of Solo Deodorant.
The new ads, featuring the slogan ‘crushing thirst since 1973’, will run nationally, and bring back the catchy Solo jingle.