Sol has launched a new campaign aimed at busy workers, encouraging them to ditch their uptight dress, abandon their ties and relax with a refreshing and delicious Sol lager.
The campaign, called “lose the tie, gain some Espiritu Libre video” saw a specially created recycle bin created just for ties positioned at London’s Canary Wharf, the high-rise city centre of London and hub of office workers in the UK’s capital.
The bin was intended to encourage people to break away from their working attire and be a bit more free spirited.
In the video, those who actually took part and deposited their ties had them shredded and then returned with a free coupon for a Sol lager, with the words “Free beer for a free spirit” attached to the voucher.
Speaking about the promotion, Graham Wall, Executive Creative Director at The Marketing Store, said: “The tie can be a symbol of power and success, but it can also be seen as a shackle, part of the daily grind. We wanted to give office workers back a sense of their true selves – to make bold choices and be rewarded for it. The Espiritu Libre activity brings out that free spirited sense of liberation that every bogged-down city worker has in his heart.”
Vicente Cortina, Sol Global Manager says: “Sol’s ‘Free Beer for Free Spirits’ movement brings Espiritu Libre to the streets of London. The video shows the magic that can happen when you help city workers declare their independence and enjoy a Sol with friends.”
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