SCHWEPPESFlavored Sparkling Water
Since the resurgence of LaCroix and its transformation as a drink for Midwestern moms to a cultural phenomenon, the flavored sparkling water category has experienced a huge boom over the last decade - especially as a healthy alternative to soda. Countless new, fun brands continue to enter the market sporting modern, flashy, and bold branding combined with a range of new and exciting flavors.
Schweppes, credited for being the first brand to commercialize carbonated beverages dating back to 1783, is dipping its toes into this overcrowded category and wants to position itself to compete with the other popular brands already crowding the shelves of grocery stores nationwide.
The Ask:
Reposition the Schweppes brand line of flavored sparkling water as an “accessible premium,” making it a viable competitor in the category and, in turn, drive trial of Schweppes flavored sparkling water by inspiring consumers to pick up a can of Schweppes over other accessible premium brands.
The Problem:
Flavored sparkling water is a modern, contemporary category and Schweppes is struggling to find a way to fit into this market. The brand tends to rely on its heritage and history, but these consumers are looking for something new and exciting - not the old “tried and true”.
This is a new product line for the Schweppes brand and should not be sold the same way as their old standard products - a category driven by newness and discovery is antithetical to an old heritage brand simply sticking to its roots.
The Answer:
Schweppes needs a comeback moment.
It’s no longer the time to rely on heritage alone. Flavored sparkling water drinkers are seeking boldness, energy, and freshness - something new that grabs their attention. The brand needs to make a move that will leave consumers surprised that it’s Schweppes.
The Target:
Gen Z & millenials who are bold, health conscious discoverers seeking to elevate their routines and replace old habits with new ones.
The Strategy:
Not only is the experience of drinking a can of Schweppes refreshing in itself, but the brand and personality should be new and refreshed, as well.
Creative Campaign:
The Insight:
X
Surprisingly Refreshed.
Taking the heritage vibe of the brand and the marketing objective to revitalize its brand perceptions and presentation, we’re making Schweppes the belle of the ball.
Schweppes is throwing a Regency era themed costume ball in NYC. We’re celebrating our history while debuting the new. The only way to gain entry is through a TikTok submission. It’s fancy and elegant, but we’re not skimping on the color, fun, and flavored bubbles. So pop the Schweppes and pick out your best Regency era themed costume because you’re going to a ball, provided your TikTok entry wins.
Share your experience on Instagram! A true blend of the history and contemporary - flood the feed with pictures that will have your friends and followers confused as to exactly what time period they’re in.
