Schweppes launches Solo Strong in Australia

Bill Bruce25 Nov 2008 (Updated 1 Feb 2009)

Schweppes Australia has launched a new energy drink variant of its popular Solo brand, called Solo Strong.

Schweppes Australia has launched a new energy drink variant of its popular Solo brand, called Solo Strong.

The launch has been supported with a light-hearted television commercial in the same vein as the Solo brand’s 'Man Cans' campaign.

The original Solo lemon flavoured drink was launched in Australia in 1973 as the ready to drink version of traditional 'pub squash'. It is positioned as a very masculine drink and has had many television commercials that play to its overtly male image, the latest being the highly successful 'Man Cans'.

Solo is the market leader in the lemon soft drinks category in Australia and grew by over 30% in 2007.

There are four variants of Solo: regular lemon, lemon & lime, Solo sub (no added sugar) and the new Solo Strong which contains guarana and caffeine. Solo Strong is available in 600ml and 1.25 litre PET as well as the 440ml ‘man can’.

The Solo Strong commercial is online at [www.oneandahalftimestheman.com.au][1].

[1]: http://www.oneandahalftimestheman.com.au/

This article was first published
in Beverage Innovation.

Read the latest issue.