Corporate Publishing, MiqueridoWatson


Sol is a mexican beer brand established in 1899 that admires and enhances all those Espíritus Libres or free spirits who live their lives according to their own rules instead of socially marked patterns.


The briefing had 3 goals:

  • increase sales
  • gain brand awareness
  • and build bran call through Espíritu Libre positioning



We launched a 360 degree branded content campaign called Espíritu Libre del Año (free spirit of the year) complete storytelling to communicate Espíritu Libre positioning and invite our Spanish local heroes to tell us their stories.

After selecting those that better represented our ideal, we create a website linked to our Youtube channel to shout out their stories and generate buzz and awareness by letting consumers vote their favorite one. In addition of our strategy in social networks, we also had special events for every single local hero in order to create quality branded content.

The result? More than 50 millions impressions, 2 millions of views in Youtube and near 15.000 new followers in Twitter.


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