Sol readies patio promotion
By Rob Bale
Molson Coors is preparing a summer promotion for its Sol beer brand. Called “Sol Patio+,” the effort takes the form of a temporary patio installation that will operate near participating Toronto bars from Aug. 3 to 4 and Aug. 10 to 11. The installation is intended to provide a place for consumers to wait for a table at a bar’s own patio. When a consumer arrives at a full patio, they will be placed on a waiting list and receive a ticket to a nearby outdoor residential space that has been converted into a Sol Patio+ offering free samples of the product. The promotion was developed by Publicis Toronto, with public and influencer relations by North Strategic.
“Sol is a brand built on radiating positivity, and in a country where summer months are limited and sunshine is not taken for granted, Sol strives to make the most of this time of year, which includes more time in the sun and less time waiting for a spot on the patio,” said Jose Casillas, marketing director for Sol. “Sol Patio+ not only provides extra seating for eager patio-goers, but also turns waiting time into an enjoyable experience with complimentary Sol cerveza, making every moment of your sunny day count.”