In the early 2010’s, MTV was the meeting place of Millennials. A three year partnership with Woolworths Liquor Group and MTV was developed to engage this audience with the launch of the Sol beer brand in Australia. Uniquely Mexican, the Sol launch locally brought an international flavour through events, sponsorships, content and promotions.

Leveraging the global assets of MTV and understanding that Millennial see travel and experiences as part of their personal CV, we sent 3 lucky winners from an on pack promotion to Mexico to attend a World Stage Event. The adventure was filmed to create an interstitial, capturing the essence of youth and the soul of Mexico. The campaign finished with an epic Mexican themed street party in Sydney and Melbourne, like only MTV can do.

32,298 cases were sold or an increase of 35%.