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.