The Challenge
As a Mexican lager inspired by the sun and a brand that exists to brighten the world, Sol Beer wanted to develop a local campaign centered around food, a strategy they often take in their marketing in order to connect more strongly with communities. The brand wanted the idea to reflect its brand purpose, which is to brighten the world by encouraging people to “shine their way,” and to also shine a light on those who do.
The Solution
During our research, we discovered street vendors across the U.S. are primarily immigrants and POC, many Latino. What they bring to their neighborhoods and communities is special because it’s a part of Latin culture, which is a major reason why they are so beloved and protected by the larger Latino community. Unfortunately, we also discovered that street vendors experience harassment of different forms, and this makes them a vulnerable community, particularly in Los Angeles. This is where we found a moment for Sol to shine their own way and create a better sense of safety within the community. We developed a custom Sol Beer umbrella that had a solar-powered device designed to bring “sunshine” into the night by illuminating a street vendor’s stand. During the day, the device can give shade, but at night the device brings the vendors’ stands to life, providing them with a ray of sunshine designed to keep them safe and deter crime.
