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Refreshing the iconic Solo man.
For Australians, Solo is much more than a lemon drink; it’s a pillar of our culture.

Since the 1970s, its advertising has always featured a solitary, macho figure aptly called the ‘Solo Man’. This legendary character would go to great physical lengths to work up a sweat, like canoeing over huge waterfalls and wrestling crocodiles.

Australian men are wrestling a lot less crocodiles these days. It’s a shame. But Solo recognised there was more connection and humour to be made by speaking to a more ‘modern’ man’s thirst, which can be earned through a number of painstaking tasks, like building costumes for your child’s school theatre production.