Sol were loosing market share to other Mexican beers. We were tasked with creating a campaign to put them firmly back on the map. The campaign was to coincide with the re-launch of Sol in the UK and bring to life their new positioning of free-spiritedness or 'Espiritu Libre'.
The Sol Bucket List gave guys the chance to express their Espiritu-Libre through once in a lifetime experiences. We asked them what would be on their ultimate Bucket List, creating a pool of prizes they could win every time they bought a Sol.
We brought the best experiences to life in bar via various touch points and told guys instantly when they won via their mobiles. The prize mechanic shared winning moments socially, while encouraging winners to do the same, spreading the word about the campaign.