AGENCY
Complex Media
Luis Miguel Messianu, CEO, Creative Chairman
Alvar Suñol, CCO, Co-President
Mimi Cossio, Senior Print Production Manager/Producer
Marinet Quiñones, Senior Business Affairs Manager
Michelle Headley, SVP Operations
Samantha Lemoine, Content Lead
Angela Rodriguez, VP, Strategy & Insights
Yeyo Marquez, Studio Executive Producer
Beatriz Del Amo, VP, Group Account Director
Gabriel Ferrer, Creative Director
Nicole Marie Nunez, Senior Brand Manager
Gabriel Reyes, Creative Director
Solana Froment, Studio Manager
Allan Rivera, Senior Executive Producer
Angela Battistini, SVP, Brand Services
Michael Sotelo, VP, Digital
Jose Hawayek, Management Supervisor
Carly Sutherland, Director, Content & Experience Strategy
Monica Ibañez, Senior Strategic Planner
Leo Burnett/Arc
Soulsight
ICF Next
SUMMARY
Mexican imports either lean traditional or abandom Mexican roots, but neither approach reflects the hyphenated lifestyle of the bicultural experience in the U.S.–a prime space for Sol to establish a unique identity.
Sol launched as the modern Mexican beer by targeting a group no one else was speaking to: the multicultural millennial.
The campaign is the first genuine tribute to the Mexican-American culture. By celebrating their remixed lifestyle – a mashup of the traditional and the trendy – Sol is today's fastest growing Mexican import franchise.
