For two back-to-back weekends, August 3 to 4 and August 10 to 11, Sol Cerveza is transforming long waiting lines into quality patio experiences with Sol Patio+.
The experience allows patrons of select bars in Toronto to comfortably relax in the sun, with a free Sol naturally, at a pop-up patio while they wait for a table to open on their original patio of choice. To do this, Sol is creating these impromptu patios out of nearby outdoor residential spaces.
“This activation reflects Sol’s commitment to delivering positivity when our consumers need it most. By tapping into Sol’s ownable territory of the patio, we are turning the inconvenience of wait times into an opportunity for consumers to make the most of their time on the patio,” says Jose Casillas, Marketing Director, Sol. “We’re also unlocking an untapped market of outdoor residential patio space to transform a common frustration into a unique opportunity for patio-goers to fully enjoy the summer patio season.”
The Sol Patio+ campaign was done in collaboration with Publicis Toronto for strategy and creative, as well as North Strategic for PR and influencer relations, and Publicis Connect for paid media.
Casillas says this pop up aligns with Sol’s brand positioning around bringing a sunny disposition to any situation, while tapping into the brand’s ownable territory of the patio. Last year, the brand launched “The Ray-Dar” campaign, which used both real-time digital OOH boards and a custom microsite that updated as the sun crossed the sky, directing consumers towards the nearest sunny patio in Sol’s network of more than 500 partner bars across Canada.
To get the word out about the Sol Patio+ experience, the brand is pushing out the message on its owned social content. It is also partnering with local influencers to create social content for Instagram that encourages residents and visitors in Toronto to experience Sol Patio+.
“We are also leveraging sponsored editorial content and supporting our on-premise partners to share details about the activation on their social channels,” says Casillas.
Participating Toronto bars with a Sol Patio+ nearby include The Wheatsheaf Tavern and The Painted Lady.