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When Solo took the radical step of signing a 3-year sponsorship of football in Australia, our challenge was to embrace the younger, multicultural, more urban or “street” football audience, without alienating Solo’s traditional, blue collar, cricket, AFL and League-loving suburban heartland. So we found a link between the brand’s “Solo Man” past and football: the crushed can. The Solo Man crushed cans. And so did every Aussie kid, in the schoolyard or street, to play “can football”. The campaign gave Solo an instant football heritage and made its sponsorship of football seem a perfectly logical step. And gave can football a new lease of life in playgrounds everywhere…