Solo (Australian soft drink)

Solo
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 Brew
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 Quantity %DV†
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 1968, first in bottle then in a 375ml can by Tarax drinks, 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.

Solo contains preservatives 211 and 223 added sulphites, and should be avoided by people with sulphite sensitivity.

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

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.[3] The "Solo man" character 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

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

  1. ↑ "Soft drink company's conduct fair - judge". The Sydney Morning Herald. 9 Aug 1978.
  2. ↑ FoodBev.com | Schweppes launches Solo Strong in Australia
  3. ↑ "Solo: "Drink For A Man Kind" TV Commercial by The Furnace | Creative Advertising & Commercials Archive. Awarded Ads database". Coloribus.com. Retrieved 2013-04-21.
  4. ↑ https://www.youtube.com/watch?v=_mJSOaO7cAU, retrieved 2016-01-04 Missing or empty |title= (help)
  5. ↑ Solo | Game On Archived 2009-10-02 at the Wayback Machine.
  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


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