Using manliness as a marketing ploy, Aussie soda brand Solo is aiming to reignite its sales with a campaign that proclaims it as a "quintessential man's drink." "Solo is the antidote to unmanliness," says Sean Birk, copywriter at the The Furnace. "At its core, Solo has always been a drink for men, a reward for a well-earned thirst. But in recent times, men have become soft, behaving in ways that are distinctly unmanly. The idea behind this campaign was dramatize the side-effect of unmanly behavior as physical: men growing breasts (a.k.a. Man Cans). A manly act, followed by a Solo is the only way to rectify the problem."
Using multiple spoof websites and teaser ads as a buzz marketing tool, the main site for the campaign has officially launched, allowing visitors to navigate a yellow glove via mouse scrolls and clicks, letting them trash "girly" items such as flower pots, chihuahuas, incense sticks and other items. Additionally, visitors can view TV spots, play a Kayak Racer game, where one must navigate through rocks and crocs, and take a multiple choice test to determine whether they're a man or just have man cans. According to Birk, "Every section of the site is designed to help visitors understand the concept, the humour behind the teaser campaign and Solo's primary brand message -- 'The Drink for Man Kind.'"