Sol conducts ParaSol promotion
By Derek Winkler
Molson Coors has begun a promotion for its Sol beer brand called “ParaSol.” The initiative features a patio umbrella that has been designed to block ultraviolet rays while letting sunlight through. Umbrellas will be installed at Toronto bar Bobby Bermuda’s for a limited time to coincide with the end of the summer patio season. The promotion was developed by Publicis Toronto, with public relations an influencer support from North Strategic.
“Sol is a brand that celebrates the joy and energy the sun brings to social moments, and the ParaSol is a perfect expression of that,” said Giwoun Park, marketing director for Sol. “Rather than block the sun, we set out to reimagine the patio experience. The result is an innovation that brings people together to enjoy every bright, social moment the season has to offer, even as summer winds down.”