Our mission was to find innovative, actionable solutions to help Molson Coors break into the market, enhance brand visibility, and drive sales growth for Sol.
Key Challenges
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Competing with established Mexican lagers managed by Constellation Brands and other market leaders.
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Low brand recognition for Sol compared to competitors.
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Effectively utilizing Molson Coors' existing distribution network without disrupting their broader portfolio.
Strategic Solutions
Authenticity on Wheels
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Authenticity on Wheels *
Trailer Art Campaign
Leverage the distribution network’s trucks by wrapping trailers with artwork created by local Hispanic and Mexican artists.
The artwork would celebrate authentic Mexican culture, showcasing the heritage and talents of these artists.
These mobile masterpieces would serve as rolling billboards, driving brand recognition for Sol as an "authentically Mexican" lager in local communities.
Benefits:
Increased visibility and unique brand positioning.
Engagement with local communities through culturally resonant messaging.
Empowerment of artists by providing them with a large, public platform for their work.
Located on the back of each trailer is a QR code linking the portfolio of the artist with the Sol Brand and Social Media
Soak up the Sun
Soak up the Sun Distributor Incentive Program
Designed an incentive structure to motivate distributors to prioritize Sol in their portfolios.
Key elements included:
New assets such as upgraded tractor-trailers and equipment.
Exclusive rewards like a complimentary brewery tour, catered lunches, and unique brand experiences.
Tiered incentives based on sales performance, encouraging competition among distributors.
Benefits:
Boosted distributor enthusiasm for the Sol brand.
Strengthened relationships between Molson Coors and its distribution partners.
A tangible push for sales that aligns with the company’s growth objectives.
Key Takeaways
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A cost-effective way to enhance brand visibility and cultural relevance.
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Incentives that directly aligned with the interests of distribution partners.
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A roadmap to position Sol as a competitive player in the Mexican lager market.