Solo (Australian soft drink)

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Solo
Solo (soft drink).png
TypeSoft drink
ManufacturerAsahi Breweries
Country of originAustralia
Introduced1973; 47 years ago (1973)
ColourYellow
FlavourLemon
VariantsSolo Original
Solo Sub
Solo Strong
Solo Lemon & Lime
Solo Low Carb
Solo Guarana
Solo Brew
Solo
Nutritional value per 1 can (375 mL)
Energy788 kJ (188 kcal)
45.8 g
Sugars45.4 g
0 g
0.4 g
MineralsQuantity %DV
Sodium
4%
60 mg
Percentages are roughly approximated using US recommendations for adults.

Solo is an Australian lemon-flavoured soft drink currently manufactured under license by Asahi Breweries. Launched in 1968 - first in a bottle, then in a 375ml can by Tarax drinks. It is a ready to drink version of traditional 'pub squash'.[1] There are various versions of Solo available, including Solo Zero, which uses artificial sweetener instead of sugar and also a Lemon&Lime flavored variant of the original recipe .

Marketing[edit]

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

Positioned as a highly masculine drink, Solo presents an overtly male image in its aggressive television commercials.[2] The "Solo man" character (acted by Michael Ace, PE Teacher[3]) and slogans "The thirst crusher" and "Light on the fizz, so you can slam it down fast" were used in advertising until the early 1990s.[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]

See also[edit]

References[edit]

  1. ^ "Soft drink company's conduct fair - judge". The Sydney Morning Herald. 9 Aug 1978.
  2. ^ "Solo: "Drink For A Man Kind" TV Commercial by The Furnace | Creative Advertising & Commercials Archive. Awarded Ads database". Coloribus.com. Retrieved 2013-04-21.
  3. ^ https://www.dailytelegraph.com.au/newslocal/manly-daily/iconic-solo-man-michael-ace-farewelled-by-family-and-friends/news-story/421471bf279be6a765cb069e55f433dd
  4. ^ Solo Man ad, Australia 1990. Retrieved 2019-09-19.
  5. ^ "Solo Game On". Archived from the original on 2009-10-02.
  6. ^ "Our Clients - Schweppes Australia". BMF. Retrieved 2013-04-21.
  7. ^ "Schweppes brings back Solo Man". Mumbrella. 2012-02-01. Retrieved 2013-04-21.
  8. ^ Aussie Food Shop: Australian Drinks | SCHWEPPES 1.25L Solo SELECTION
  9. ^ Swenson Funnies Online | Coolah Energy Drink review
  10. ^ EnOrgy: Coolah Energy | Energy from Down Under

External links[edit]