Challenge
Build a leadership position for the Sol retail brand in the Caribbean market and have a clear point of difference that is believable and ownable by focusing on fuel quality and loyalty.
Insight
Customers want a brand that delivers more than just fuel and quality of gas is inferred.
Solution
FUEL QUALITY + VALUE Speak their language + Focus on what brings them value
Go with Sol
“Go with Sol” was chosen to be a catchy phrase that could work as a rallying cry and a reminder to Bajans to reconsider their fuel choice. The phrase also reminds consumers that our fuel helps drivers “go” wherever they need to get to, next without worrying about whether they’ll make it there.