crush whatever’s next

Solo is the L&P of Australia, but good. It’s a brand steeped in nostalgia, with ads spanning decades starring the hyper-masculine Solo Man kayaking down waterfalls before rewarding himself with a cold can of lemony Solo. So when they decided to enter the crowded energy drink market, we didn’t show up as the new kid on the block, we showed up as the Solo Man Australia already knew. The concept being: Solo Energy is to Solo Man what spinach is to Popeye. It gives you the energy to not just do, but crush whatever’s next. We even wrote a jingle.