Cerveza Sol Sponsors the 'King Star' on Latin America's Largest Weather Portal

Ogilvy Brazil has launched its first campaign for Cerveza Sol, creatively sponsoring the 'King Star' itself and featuring consumers as the stars of the show.

Cerveza Sol is a premium beer brewed using solar energy and is part of the HEINEKEN Group portfolio. The brand has taken an innovative step by sponsoring the sun symbol on Climatempo, Latin America's largest weather portal. When users visit the site, which enjoys millions of visits monthly, they will notice a unique change: the traditional sun symbol in weather forecasts is replaced by the Sol logo whenever the temperature rises.

In addition, Sol is leading the way as the first HEINEKEN brand to focus on a new campaign centred around User Generated Content (UGC) on social media. The execution strategy for 'Spon-Sun-Ship' concentrates solely on UGC and aims to thank individuals who posts pictures of the sun on their social media using the hashtag #ObrigadaPelaPubli (Thanks for the Advertising). With a light-hearted and humorous tone, Cerveza Sol recognises that these contributors are promoting the brand, even if unintentionally.

Check it out on Instagram here. 

Rafael Donato, chief creative officer at Ogilvy Brazil, said, "Every day, millions of people wake up and engage with our brand, but until now, they hadn't realised it. With this campaign, we accomplished something unusual: transforming the sun into a communication medium."

"Our aim with this campaign is to fully leverage the UGC strategy, which is gaining popularity. We want to turn consumers into brand ambassadors, enhancing their sense of belonging and encouraging even more content. For us, every #Sun that rises represents a piece of advertising. Therefore, we are grateful to the audience that shares our vibe," commented Igor de Castro, senior manager of premium brands at the HEINEKEN Group.

To further boost the campaign, Cerveza Sol has developed a robust strategy that goes beyond spontaneous UGC. This initiative also includes collaborations with renowned photographers, digital content creators, and popular actors. As a result, the campaign can expand organically, connecting diverse audiences and creating a collective movement around the celebration of the Sun.