Sol is reprising its patio-centric brand positioning to mark end of summer, with an umbrella that lets the light continue to shine through.

With support from Publicis, the Heineken-owned brewer unveiled the ParaSol, a see-through umbrella that filters out UV rays to help customers get the most out of the sunny season.

“When we looked at the patio experience, we realized something ironic – people go outside for the sun, then immediately sit in the shade,” Vini Dalvi, CCO at Publicis Toronto, said of the design-innovation stunt. “The ParaSol flips that. It’s an idea rooted in the brand’s DNA, and it gave us the chance to innovate something fun, unexpected, and refreshingly optimistic.”

Sol, which evokes sunlight through its name, played with patio culture in the past with the August 2023 launch of “The Ray-Dar,” a QR code way-finder that offered patio-goers real-time data on where best to soak up the sun.

And in July of last year, the brand launched the Sol Patio+ pop-up experience in Toronto, which gave consumers a secondary option for seating and complimentary refreshments as they waited for space to open up on their favourite patios (see, below).

“Sol launched its first patio-focused brand activation in Canada in 2022, and patios have remained a cornerstone of our strategy ever since,” Heineken Canada marketing director Giwoun Park says. “It’s a direct extension of our positioning. Sol is a brand that celebrates the joy and energy the sun brings to social moments, and the ParaSol embodies that spirit.”

At the end of August, Sol gave consumers the chance to experience the ParaSol firsthand at Toronto lakeside patio Bobby Bermuda’s.

The target audience, Park says, is legal-drinking-age adults who see patios as an experience, not just a place to sit.

“These individuals value connection and moments that feel unique and memorable,” Park says. “Reaching them is important because they are cultural connectors who naturally integrate our brand into their social rituals.”

“We’ve leaned into a mix that maximizes cultural impact – experiential activations supported with PR, influencer and media amplification,” Park says. “While traditional media remains important, our focus is increasingly on channels that allow Canadians to experience Sol’s sunny outlook firsthand and share it with others.”

The ParaSol launch is supported through PR, influencer, experiential and media amplification. Sol is working with Publicis Toronto on creative and strategy, Publicis Sport & Entertainment on production and experiential, North Strategic on PR and influencer efforts and Publicis Connect and Billups on paid media.