Solo (Australian soft drink)

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For the Norwegian soft drink by the same name, see Solo (Norwegian soft drink) .
Solo
Solo (soft drink).png
Type Soft drink
Manufacturer Schweppes Australia
Country of origin Australia
Introduced 1973
Colour Yellow
Flavour Lemon
Variants Solo Original
Solo Sub
Solo Strong
Solo Lemon & Lime
Solo Low Carb
Solo Guarana
Solo
Nutritional value per 1 can (375 mL)
Energy 788 kJ (188 kcal)
45.8 g
Sugars 45.4 g
0 g
0.4 g
Minerals
Sodium
(4%)
60 mg
Percentages are roughly approximated using US recommendations for adults.

Solo is an Australian lemon-flavoured soft drink manufactured by Schweppes Australia. Launched in 1973, it is a ready to drink version of traditional 'pub squash'.[1] It is the market leader of lemon soft drinks in Australia and grew by over 30% in 2007.

There are 6 variants of Solo: Original Lemon, Lemon & Lime, Solo Sub (no added sugar), Solo Guarana, Solo Low carb and Solo Strong, which contains guarana and caffeine.[2]

Marketing[edit]

The original Solo can was designed for DDB Needham Melbourne (Creative Director - Noel Schoelbridge) by Les Mason Design (Simon Josephson Designer and Bill Quan Production).

Positioned as a highly masculine drink, Solo's presents an overtly male image in it aggressive television commercials.[3] Until the early 1990s, the Solo man character and slogans "The thirst crusher" and "Low on fizz, so you can slam it down fast" was used in advertising.[4] The commercials often featured scenes of men taking part in activities such as athletics or extreme sports. Since becoming a sponsor of the Football Federation of Australia, the slogan "Game On" has been used.[5]

In 2012, the Solo man was revived by the advertising agency BMF as part of a new Solo advertising campaign.[6][7]

Overseas markets[edit]

Cadbury Schweppes sold a similar citrus drink named Rondo in the United States market during the late 1970s and 80s.[8] Like Solo, Rondo's marketing was positioned as a similarly masculine drink. Its aggressive commercials were parodied in the 2006 film Idiocracy as "Brawndo: The Thirst Mutilator".

Using the Australian Solo as an inspiration, Cadbury Schweppes has also sold an energy drink in the U.S. called Coolah Energy.[9] It used the tagline "Energy from Down Under". It listed boronia as an ingredient, a citrus plant in Australia known more worldwide for use in floral arrangements than its fruit. Coolah Energy has since been discontinued.[10]

References[edit]

External links[edit]