Asahi Lifestyle Beverages’ soft drink, Solo, is marking its 50th birthday with a campaign featuring women engaging in adventure sports that were the trademark of the brand’s advertising in the 1970s and 80s.
After enduring decades of moustachioed, mullet modelling men kayaking off waterfalls, crocodile wrestling, and shark fishing it’s now women’s turn to “slam it down fast”.
World junior wakeboarding champion Chloe Mills and expert kayaker Dita Pahl, who competes in the Australian wildwater team, herald in the new era.
Lauren Fildes, General Manager Marketing for Asahi Lifestyle Beverages, said the ads were a nod to the nostalgia of the famous ads.
“The iconic Solo Man still exists, but this showcases that all Australians’ thirst worthy efforts are deserving of a Solo,” Fildes said.
After launching in 1973, Solo ads featured four main actors: the original Michael Ace in the 70s and 80s, comedian Joel Creasey’s father Terry, and, more recently, Wollongong’s Adam Demos who is currently performing in the US show “Sex/Life”.
Today, almost 60 million litres of Solo, including no-sugar Solo Zero, are consumed by Australians each year. The iconic lemon tang brand remains in over 1.7 million Australian households.
The Solo range now features the original, Zero Sugar, and lemon-lime Solo in Zero Sugar. There was even a limited-edition range of Solo Deodorant.
The new ads, featuring the slogan “crushing thirst since 1973”, will run nationally, and also bring back the catchy Solo jingle.
