Schweppes, one of the world’s most famous sparkling drinks brands, is being re-launched with a bold new strategy, including new advertising, packaging and new sparkling juice product range.
The campaign aims to seize the opportunity of a renaissance in adult soft drinking and the growing demand for sparkling drinks specifically targeted at adults.
Schweppes is in a unique position to recruit a new generation of 35+ year-old consumers, with a more modern and younger image for the 232 year-old brand.
This Easter, consumers saw the first expression of this major new push with a series of provocative outdoor ads which see Schweppes adopt a new, witty and youthful proposition.
“Why look for a Prince when you’re already the Queen”, and “Men have status. Boys are busy updating theirs”, capture the core creative theme of ‘separating men from the boys, and women from the girls’. Following the outdoor launch, the campaign will soon extend across other channels including on-demand TV, cinema and online.
The unique heritage and modern character of the brand is being accentuated with a renovated packaging design, featuring a new teardrop-shaped bottle and embossed ‘fountain’ Schweppes logo, reminiscent of the very first Schweppes bottle.
Extending the range
The re-launch also includes major new product innovation, extending the Schweppes range of mixers, cordials and lemonades into a new family of Schweppes Sparking Juice drinks.
The new line-up, includes Grapefruit & Blood Orange, Orange & Cranberry and Lemon & Elderflower variants, designed to meet the needs of sophisticated adult palates. The new sparkling juice range, which will be promoted with the tagline “Grown Up Tastes for Grown Up Palates”, is low-calorie and gives consumers who are looking for more sophisticated tastes, greater choice. The new range will be available in 750ml and 275ml glass bottles and 330ml cans.
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