Solo (Australian soft drink)

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.[2] The "Solo man" character (acted by Michael Ace, PE Teacher[3]) 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]

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]

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• Schweppes | Official Website