Solo - Small timer conducting geographical expansion

According to Barwise and Robertson one of the ways to grow a brand is to expand geographically. A very interesting example is the traditional Norwegian soda brand, Solo. Solo's campaign "Soon to be world famous" got a lot of attention in Norway, with creative elements in getting norwegians to send Solo abroad and make people worldwide take photographs with the soda.

It will be interesting to see if Solo can stay true to their current associations when going abroad. Solo has strong associations to Norway and Try has done a great job in leveraging this in their campaign with Solo. However, Solo also has associations to easter and snow which might prove harder to keep consistent in an expansion. If they lose these associations Solo might find themselves in an inferior position in the norwegian market compared to pre-launch. Regardless, a bold move by Solo that deserves some praise. A fun fact is that Solo actually had a larger market share than Fanta in the Norwegian market last year.