Solo
Solo (soft drink).png
Solo (Australian soft drink) 1.jpg
TypeSoft drink
ManufacturerAsahi Breweries
Country of originAustralia
Introduced1973; 49 years ago (1973)
ColourYellow
FlavourLemon
VariantsSolo Original
Solo Sub
Solo Strong
Solo Lemon & Lime
Solo Low Carb
Solo Guarana
Solo Brew
Solo Zero Sugar
Solo
Nutritional value per 1 can (375 mL)
Energy750 kJ (180 kcal)
43.1 g
Sugars43.1 g
0 g
0.2 g
MineralsQuantity
%DV
Sodium
5%
68 mg
Percentages are roughly approximated using US recommendations for adults.

Solo is an Australian, lemon-flavoured, carbonated soft drink currently manufactured under license by Asahi Breweries. First launched by Cadbury-Schweppes Pty Ltd in 1973, its lemon flavour is inspired by Australian pubs' traditional and popular non alcoholic 'pub squash' beverage.[1][2] The drink's recognition amongst the Australian population has been attributed to the brand's long lasting "Solo Man" marketing campaign, featuring numerous Australian actors.[3] Solo and Asahi Holdings operates in the soft drink manufacturing industry along with various other brands such as Coca-Cola. The usual 375mL can of Solo contains 43.1 grams of sugar. There are and have been in the past, various versions of Solo available. These include Solo Zero, which uses artificial sweetener instead of sugar and there has also been a lemon and lime flavoured variant of the original recipe.

Ingredients

Listed ingredients

Additives

A typical 375 mL can of Solo contains 43.1 grams of sugar, 0 grams of fat, 0.2 grams of protein and 68 milligrams of sodium, containing 750 kJ of energy.[4]

History

Solo was launched in 1973 by Cadbury-Schweppes. In April 2009, Asahi Holdings (Australia) Pty Ltd acquired Cadbury-Schweppes Australia and in turn Solo.[5][6] Asahi is a foreign owned, private company which is owned by Asahi Group Holdings Limited, a Japanese brewery and soft drink company.[6]

The drink's lemon flavour is derived from Australian pubs’ traditional non alcoholic beverage ‘pub squash’ or ‘lemon squash’, which is a drink made from a sweetened lemon concentrate and water.[7] Solo is a carbonated variant of a lemon squash.

In the past, Solo has come out with different variants of its original lemon flavour, namely a lemon lime flavour and zero sugar, which uses artificial sweetener as a substitute for sugar.[8][9]

Marketing

Solo Man

Solo Man is the long lasting marketing campaign which begun in the 1970s after the release of the drink. The most recent Solo Man advertisement was released in 2018. With a history of almost 50 years, the Solo Man marketing campaign tracks an Australian man partaking in adventurous and extreme sports in order to ‘earn’ the drink.[3] Solo Man has been portrayed as a very ‘macho’, traditionally masculine man. The 2018 “thirst worthy effort” campaign launched by TBWA\Melbourne redefines the Solo Man by partaking in more domestic activities.[10]

Activities in which the Solo Man would partake in with their relevant YouTube videos are listed:

Ad slogans including "The thirst crusher" and "Light on the fizz, so you can slam it down fast" were used in advertising until the early 1990s.[23] A tag line common in the television advertisements in the 1970s and 1980s was: "You've never tasted a lemon drink like Solo before. Unless it's one of those great lemon squashes that pubs used to make. Extra lemon tang, and not too many bubbles. Solo lemon: a man's drink.".[3]

In 2012, the Solo Man was re-introduced by BMF advertising agency as part of a new Solo advertising campaign, and starred Adam Demos. This is the origin story of the Solo Man who is swinging an axe in colonial Australia, puts lemons in a barrel that rolls away and gives chase down hills, later chugging the entire barrel himself in the Solo Man stance.[29][30][31][3] In this year, BMF advertising agency also created a new tagline for Solo: “Go hard, go solo”. This involved Solo Man partaking in an obstacle course to earn the drink. In this year, BMF also introduced limited edition designs on solo cans as a social media promotion strategy. It involved the cans’ design having one letter or a hashtag out of the 7 potentials: #, G, O, H, A, R, D.[32]

In 2018, Solo changed the original character traits of Solo Man by portraying him with a less macho presentation.[10] In these commercials he is a dad who makes costumes for a play, has a dog and puts together flat pack furniture. It came with the tag line "A Thirst Worthy Effort".[3][10]

Solo Man actors

The first "Solo Man" character was acted by Michael Ace, a former PE Teacher at St Paul's Catholic college in Manly, on Sydney's Northern beaches. Michael Ace had a second career as a model and starred as Solo Man in the 70s and 80s.[33]

Another Solo Man was Terry Creasey, the father of Australian actor and television presenter Joel Creasey. Terry Creasey was also a male model and starred as Solo Man in the 1980s. Terry Creasey featured as the Solo Man who runs up a hill with a dog and drinks a can of Solo at the top.[34]

In the mid 1980s, Mark Robert Coutelas also acted as Solo Man, donning a moustache and a mullet, featuring in the ad where Solo Man kayaks of a cliff face and white water rafting down rapids.[35]

In 2012, Australian actor Adam Demos, born in Wollongong, NSW, Australia, featured as Solo Man. Adam Demos’ Solo Man was known as the one who chased a barrel full of lemons down a hill and drank/poured the lemon juice over him on the top of a cliff. Adam Demos has also starred in the TV series “Sex/Life”, the movie “Falling inn love”, and TV series “Rescue Special Ops”.[36]

Sport sponsorship

In 2009, Schweppes Australia commenced a three-year partnership deal with Football Australia, whereby the 'Goal of the Year' was known as 'SOLO Goal of the year.[37][38] BMF advertising featured Australian football player Harry Kewell. This campaign was an attempt to bring 'crushed can football' back to Australian streets. This game involves crushing a Solo can after finishing the drink and kicking it around on the street.[39]

In 2011, prior to the Football world cup in South Africa, Solo and BMF launched an online campaign called 'lucky undies' in support of the Australian Socceroos. This campaign involved the production of 225,000 garments of yellow underwear to be sold online or with the drink. Paired with a 1-minute advertisement on TV, the rest of the marketing was left to social media. The result of this was a subsequent 31,000 fan film views on social media.[40] On May 24, 2010, Spectators of a Socceroos match held in Melbourne were handed these bright yellow underwear to wear over their clothes.[41]

Masculinity in marketing

Positioned as a highly masculine drink, Solo adopts masculine marketing techniques and targets a male audience in their brand image, advertising campaigns and television commercials.[42] This marketing strategy incorporates techniques such as portraying men through "bravery, adventurousness, being able to think rationally, being strong and effective".[43]

Historically, Solo's advertising techniques have been focused on the traditional and stereotypical aspects of masculinity in their marketing campaigns. The macho nature of the Solo Man is evident in the character partaking in extreme sports in order to ‘earn’ the drink. The portrayal of Solo Man follows common techniques used in gender advertisements. These techniques include men being alert and conscious of surroundings, standing upright, gripping things tightly with their hands, eyes open and looking around, controlled bodies, being serious and being physically active.[44] Since being launched, Solo has progressed this masculine advertising through different extreme sporting adventures.[3]

Solo's marketing campaign predominantly focuses on the male demographic in Australia. The reasoning for this can be attributed to the fact that in Australia in the 2017-2018 period, men were two times more likely to have a soft drink per day compared to women.[45]

Since 2018, Solo's “thirst worthy effort” campaign produced by TBWA advertising agency reconsiders the initial idea of what it meant to be a Solo Man. Breaking from tradition, the advertising adapts to society's changing cultural perception of gender norms and redefines the Solo Man to partake in more domestic and household activities, such as constructing furniture and making costumes for a school play.[10]

Consumption

Throughout the course of Solo's production, the average intake of soft drink has declined amongst the Australian population. In 1993–1994, an average of 104.5 litres of soft drink were consumed per person in Australia. This peaked in 1995-96 when an average of 115.20 litres of soft drink were consumed per Australian. Since 1996, the average intake of soft drink has been declining, where in the year 2021–2022, an average of 72.7 litres were consumed. This number is predicted to decline to 65.9 litres by 2027–28.[46]

Solo, being a sweetened soft drink, falls under a highly consumed beverage category in Australia. A study in 2017-2018 shows 48% of adults in Australia consume at least one sugar sweetened drink per week, and 9.1% of adults and 7.1% of children consume at least one per day.[45]

Health concerns

There is a decline in soft drink consumption in Australia, which can be attributed to the rise in health concerns among the Australian population.[46] Solo has a high sugar content which has been proven to be associated with health concerns, when consumed often.[citation needed] Obesity and type 2 diabetes has a direct correlation to excess sugar intake.[47] A high intake in sugar can also correspond to a heightened risk in developing dental caries and other issues such as cardiovascular disease, mental health issues and rheumatoid arthritis.[48][49]

In response to these rising health concerns associated with high sugar content, Asahi beverages and subsequently Solo signed a sugar reduction pledge in 2018. Solo aims to reduce its sugar content by 20% by the year 2025. Other Companies that signed this pledge include Coca-Cola and PepsiCo.[50][51]

Competitors

In Australia, Solo competes with various other soft drinks that offer different flavours and prices. In 2020, Asahi Holdings (which owns Solo) held 15.4% market share in the Australian soft drink manufacturing market. Coca-Cola Amatil Limited owned the majority of the market at 39.8% market share.[50] Solo mainly competes with brands owned by Coca-Cola Amatil Limited, namely Coca-Cola, Fanta, Sprite and Kirks. Smaller brands also compete with Solo such as soft drinks owned by Tru Blu Beverages (namely Pub squash, Pips and Vida) which have 4-5% market share and Bundaberg Brewed Drinks Pty Ltd who have 3-4% market share.[50]

Overseas markets

Cadbury Schweppes sold a similar citrus drink named Rondo in the United States market during the late 1970s and '80s.[52]

Using the Australian Solo as an inspiration, Cadbury-Schweppes has also sold an energy drink in the U.S. called Coolah Energy.[53] Similar to Solo, its listed ingredients included lemon flavour but with 150 mg of caffeine.[54] It used the tagline "Energy from Down Under" and listed boronia as an ingredient, a citrus plant in Australia known more worldwide for use in floral arrangements than its fruit or energy. Coolah Energy has since been discontinued.[55]

See also

References

  1. ^ Bruce, Bill (25 November 2008). "Schweppes launches Solo Strong in Australia". foodbev media. Retrieved 1 December 2021.((cite web)): CS1 maint: url-status (link)
  2. ^ "Soft drink company's conduct fair - judge". The Sydney Morning Herald. 9 Aug 1978.
  3. ^ a b c d e f "The SOLO Man". WTFWAD?. Retrieved 2021-07-09.
  4. ^ "Solo Original Lemon - 375 mL". world.openfoodfacts.org. Retrieved 2021-12-02.
  5. ^ Commission, Australian Competition and Consumer (2009-05-11). "Asahi Breweries Ltd - proposed acquisition of Cadbury Schweppes Pty Ltd's Australian beverage business". Australian Competition and Consumer Commission. Retrieved 2021-12-22.
  6. ^ a b IBISworld. (December, 2020). Asahi Holdings (Australia) Pty Ltd. Retrieved from IBISworld.
  7. ^ "lemon squash." Collinsdictionary.com. 2021. https://www.collinsdictionary.com/dictionary/english/lemon-squash
  8. ^ Geelong, Orange Digital Media on behalf of Rods Bakery. "View Schweppes Solo Lemon Lime 375mL Cans 24 pack - Rods Bakery Geelong". drygoods.horsencart.com. Retrieved 2021-12-28.
  9. ^ "Solo Zero Sugar 10x375mL | Woolworths". www.woolworths.com.au. Retrieved 2021-12-28.
  10. ^ a b c d "Solo shows how modern men get their thirst in new 'Solo Men' campaign via TBWAMelbourne". Campaign Brief. 2018-04-20. Retrieved 2021-12-22.
  11. ^ SOLO Man 1970s Kayak Commercial.mov. SOLO The Original Thirst Crusher. 2012-01-06. Archived from the original on 2013-12-25. Retrieved 2022-01-19 – via YouTube.
  12. ^ SOLO Man 1970s Horse & Cart Commercial.mov. SOLO The Original Thirst Crusher. 2012-01-11. Archived from the original on 2021-06-07. Retrieved 2022-01-19 – via YouTube.
  13. ^ SOLO Man 1970s Catamaran Commercial.mov. SOLO The Original Thirst Crusher. 2012-01-06. Retrieved 2022-01-19 – via YouTube.
  14. ^ SOLO Man 1970s Speedboat Commercial.mov. SOLO The Original Thirst Crusher. 2012-01-11. Archived from the original on 2019-12-16. Retrieved 2022-01-19 – via YouTube.
  15. ^ Solo The Original Thirst Crusher. (2012, Jan 12) SOLO Man 1970s Horse Wrangling Commercial.mov. Retrieved from https://www.youtube.com/watch?time_continue=50&v=1qlESeIJvy8&feature=emb_title
  16. ^ SOLO Man 1970s Squash Commercial.mov. SOLO The Original Thirst Crusher. 2012-01-11. Archived from the original on 2012-07-12. Retrieved 2022-01-19 – via YouTube.
  17. ^ SOLO MAN ads Noel Trompp. Lauren Trompp. 2013-04-04. Archived from the original on 2021-01-24. Retrieved 2022-01-19 – via YouTube.
  18. ^ Solo The Original Thirst Crusher. (2012, Mar 23) SOLO Man 1970s Shark FishingCommercial.mov. Retrieved from https://www.youtube.com/watch?time_continue=25&v=Qz7ddUybSdQ&feature=emb_title
  19. ^ SOLO Man 1980s Windsurfing Commercial.mov. SOLO The Original Thirst Crusher. 2012-05-17. Retrieved 2022-01-19 – via YouTube.
  20. ^ SOLO Man 1980s Arm Wrestle Commercial.mov. SOLO The Original Thirst Crusher. 2012-03-14. Retrieved 2022-01-19 – via YouTube.
  21. ^ Solo (Australian ad) 1984. retrooldcommercials. 2010-06-04. Archived from the original on 2020-11-20. Retrieved 2022-01-19 – via YouTube.
  22. ^ Solo Man ad, Australia 1986. CheeseCafe. 2008-12-25. Archived from the original on 2021-12-11. Retrieved 2022-01-19 – via YouTube.
  23. ^ a b Solo Man ad, Australia 1990. CheeseCafe. 2008-12-25. Archived from the original on 2021-10-23. Retrieved 2022-01-19 – via YouTube.
  24. ^ CheeseCafe. (2008, Dec 26). Solo Man ad, Australia 1990. Retrieved from https://www.youtube.com/watch?time_continue=42&v=PV3Rma_9J3w&feature=emb_title
  25. ^ Solo "Tame the Terrain" Australian TV ad (1998). CheesyTV. 2013-07-11. Retrieved 2022-01-19 – via YouTube.
  26. ^ Solo The Original Thirst Crusher. (2012, Jan 12) SOLO Man 2000s Esky Wakeboarding Commercial.mov. Retrieved from https://www.youtube.com/watch?v=D2Qm81oLOCc&t=32s
  27. ^ Solo Lemon Drink - Bad Australian Advert. BADAUSSIETELLY. 2008-01-08. Archived from the original on 2014-10-26. Retrieved 2022-01-19 – via YouTube.
  28. ^ SOLO presents: The Original Thirst Crusher. SOLO The Original Thirst Crusher. 2012-01-27. Archived from the original on 2021-12-15. Retrieved 2022-01-19 – via YouTube.
  29. ^ "Our Clients - Schweppes Australia". BMF. Retrieved 2013-04-21.
  30. ^ "Schweppes brings back Solo Man". Mumbrella. 2012-02-01. Retrieved 2013-04-21.
  31. ^ Saw, Amelia (2018-02-23). "How a bogan from the Gong cracked Hollywood". dailytelegraph. Retrieved 2021-07-09.((cite web)): CS1 maint: url-status (link)
  32. ^ "BMF Melbourne Channels The Spirit Of Tough Mudder In SOLO Spot | LBBOnline". www.lbbonline.com. Retrieved 2021-12-23.
  33. ^ Lowe, Ali (November 8, 2017). "'Solo Man' Michael Ace farewelled".
  34. ^ Stephenson, Alison (April 19, 2016). "The 'Solo Man' has a very famous son".
  35. ^ Kraus, Bertram S. (January 1953). "Morphology of Solo Man . Franz Weidenreich". American Anthropologist. 55 (1): 116–118. doi:10.1525/aa.1953.55.1.02a00210. ISSN 0002-7294.
  36. ^ "Adam Demos". IMDb. Retrieved 2021-12-28.
  37. ^ "It's 'Game on' for Solo and BMF". Campaign Brief. 2009-08-07. Retrieved 2021-12-28.
  38. ^ "Football Federation Australia Announce Major Schweppes Sponsorship | Goal.com". www.goal.com. Retrieved 2021-12-28.
  39. ^ Burrowes, Tim (2009-08-06). "Socceroo Harry Kewell fronts new Solo ad". Mumbrella. Retrieved 2021-12-28.
  40. ^ Clapham, Shanelle Newton (2012-04-12). "Digital Strategy: Social Media Case Study - Solo Lucky Yellow Undies". Parachute Digital Marketing. Retrieved 2021-12-28.
  41. ^ "Lucky Undies - AdNews". www.adnews.com.au. Retrieved 2021-12-28.
  42. ^ "Solo: "Drink For A Man Kind" TV Commercial by The Furnace | Creative Advertising & Commercials Archive. Awarded Ads database". Coloribus.com. Retrieved 2013-04-21.
  43. ^ "How do Media Images of Men Affect Our Lives? | Center for Media Literacy | Empowerment through Education | CML MediaLit Kit ™ |". www.medialit.org. Retrieved 2021-12-27.
  44. ^ Jhally, Sut. The Codes of Gender. Media Education Foundation. Retrieved 14 October 2011.
  45. ^ a b "National Health Survey: First results, 2017-18 financial year | Australian Bureau of Statistics". www.abs.gov.au. 2018-12-12. Retrieved 2021-12-22.
  46. ^ a b IBISworld. (December 2020). Soft drink consumption. Australia Business Environment Profiles Report C32491
  47. ^ Apovian MD, Caroline M. (2004-08-25). "Sugar-Sweetened Soft Drinks, Obesity, and Type 2 Diabetes". JAMA. 292 (8): 978–979. doi:10.1001/jama.292.8.978. ISSN: 0098-7484
  48. ^ Gupta, P. et al. (2013). Role of sugar and sugar substitutes in dental caries: a review. ISRN dentistry. 519421. Doi: https://doi.org/10.1155/2013/519421
  49. ^ "Modern Day Solo Man Ditches The Sugar and Opts For SOS for Optimal Hydration". SOS Hydration. 2018-07-31. Retrieved 2021-12-22.
  50. ^ a b c Yeoh, Y. (December 2020). Soft Drink Manufacturing in Australia. Australian Industry Report C1211A.
  51. ^ "Sugar Reduction Pledge: Signatories". Australian Beverages. Retrieved 2021-12-22.
  52. ^ "Australian drinks,Cottee's Cordial,Bundaberg,Bickford,Ginger Beer,Nescafe',cottees cordial". September 15, 2010. Archived from the original on 2010-09-15.
  53. ^ Swenson Funnies Online | Coolah Energy Drink review
  54. ^ "Caffeine in Coolah Energy Drink". www.caffeineinformer.com. Retrieved 2021-12-28.
  55. ^ "Coolah Energy - Energy from Down Under".