Objective: To deliver top and bottom line growth and category leadership as the priority brand for Cadbury Schweppes. Ultimately, the objective was to, re-establish Solo as the quintessential man’s drink and put it back on the shopping list.

Concept: This campaign plays on the paranoid fear that if a man acts in an unmanly way, he might experience an unwanted side-effect: Man Cans, the unsightly chest appendages that show quite clearly how soft he’s been acting. The only way to cure these Man Cans is to perform a truly manly act, work up a thirst and down a Solo.

The campaign has proved an unprecedented success for Cadbury Schweppes in revitalising a mature brand. The teaser phase of the campaign generated over 200,000 unique visitors to the various Man Can-related web sites. Five months after the campaign launch, Solo is enjoying 37% increase in sales and market share is at record levels (double that of its direct competitor). Solo is now the No. 1 non-cola soft drink in the market.