Solo brings updates Solo Man with new tag line ‘Go hard, go solo’

Solo has launched a new positioning featuring an updated version of the Solo Man and introducing the new tag line ‘Go hard, go Solo’.

Created by BMF Melbourne, the campaign features the Solo Man “crushing his thirst for adventure while rallying Aussie blokes to get out there”, and encourages men to “earn their thirst”.

Inspired by events such as Spartan Race and Tough Mudder, the spot sees the Solo Man completing an obstacle course that includes jumping over beaten up cars and fire.

BMF Melbourne creative director Carlos Furnari said: “There are some Aussie icons that are best not messed with, and Solo Man is one of them. Besides, he could wrestle us to the ground with his chest hair alone. But while the man mountain will be sweating it up on our screens again, he will be just one part of the thirst crusher puzzle.”

Complementing the commercial, the Go Hard message has been printed across Solo packs, with each can having one letter G, O, H, A, R, D or a hashtag to allow consumers to collect them across the range

Furnari added: “What really excites us is that we’re also launching this new campaign through limited edition Solo packs. These packs then become the major element behind a social media promotion that encourages Solo fans to collect, snap and hashtag the packs for their chance to win. Encouragingly, people are already doing this before we’ve even launched the campaign, or told them what to do. This is the type of work BMF Melbourne is looking to do more of.”

As part of the campaign, Solo consumers will have the chance to win one GoPro a day for 10 weeks with entrants needing to take a picture or video of a limited edition Solo product, use the hashtag #gohardgosolo and share it via soial media. The most adventurous entry each day will win a GoPro.

Schweppes Australia general manager marketing Troy McKinna said: “We are hugely excited by this campaign. We set out with a very simple objective, to appeal to a new generation of thirst crushers. The brand has a long history with older consumers but the younger guys don’t know who Solo Man is and what he stands for. We needed to modernise the brand and what better way to engage our audience than through Facebook, Instagram, Vine and Twitter.”


  • Agency BMF Melbourne
  • Client Contact Troy Mckinna, Ben Goss, Emily Tolliday
  • Creative Director Carlos Furnari
  • Art Director Trent Hendrick
  • Copywriter Carlos Furnari / Kerem Sekerci
  • Planning Simon McCrudden
  • Director Greg Wood
  • Production Company Exit Films
  • Post Production Method Studios
  • Agency Producer Fiona Gillies
  • Editor Sam Brunette
  • Producer Declan Cahill
  • Music & Sound Production Electric Dreams & Production Alley
  • DoP James Cowley
  • Account Director James Bilaver
  • Account Manager Emma Lazarou

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