Labatt’s Sol Beer Chooses Mullen For Creative Chores

Mullen has been assigned creative chores for Labatt USA’s Sol brand beer.

Upcoming work from the Wenham, Mass., agency will include media advertising and “grassroots” promotional efforts, an agency representative said. Sol had previously teamed with Kirshenbaum Bond & Partners, New York.

The budget for Sol was not disclosed, though one source said spending on the brand would be in the $5 million range. Less than $400,000 was spent advertising Sol in each of the past two years, according to Competitive Media Reporting. The Sol win came a week after Mullen was hired to craft a multimedia campaign for Evolution, a PBS science series slated to air nationwide in the fall.