Schweppes campaign creates a pub with no beer
Slim Dusty might have sung about a pub with no beer but a stunt for Schweppes tests what happens when the owners switch off the beer taps off in a 100-year-old Australian pub.
The campaign features locals who aren’t initially impressed to learn that they have to go to cocktails.
Created as part of the Schweppes “Cocktail revolution” campaign by GPY&R Melbourne the “Pub with no beer” is a three part online series that shows the reaction of patrons to being told there is no beer.
As part of the campaign Schweppes asked the publicans at the Old Hepburn Hotel in Victoria to turn off the beer taps for one day and instead offer locals cocktails which included Schweppes drinks as ingredients.
The Pub With No Beer shows the bemused reactions of the local regulars, bar staff and a even visiting Bikie Gang, when they find out their beer replaced with cocktails.
“It’s a bit scary, knocking back a bikie when they ask for a beer – but we had some fun with this series – convincing the punters to mix it up with some new flavours and break their boring, beer habit for a day.” said Hanan Eissa, senior brand manager at Schweppes.
The first online video launched today with weekly episodes uploaded at www.cocktailrevolution.com.au.
Credits:
- Client: Schweppes Australia
- Agency: GPY&R Melbourne
- Executive Creative Director: Ben Coulson
- Senior Writer: Alex Wadelton
- Senior Art Director: Paul Meates
- Agency Executive Producer: Romanca Jasinski
- Music: Audio Network
This is class. The agency gets it and most importantly you can see they’ve built great trust with their client so they get “it” too! Killed it. This stuff gives me hope.
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Enjoyed this, short and punchy and you just can’t write that kind of entertaining dialogue from the locals! Hopefully it get’s some good traction virally and gets leveraged. Would be interesting to know what the longer term vision/positioning is though, I had perceived the product previously to be targeting higher end metro cocktail drinkers, far cry from a 100yo country pub.
That aside, great to see something other than “let’s just put the budget in to TV sponsorship”. Thumbs up GPY&R & Schweppes.
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Ah a pub with no beer. That’s original. Over beer anyone?
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So it’s just like Whopper Freak Out, only shit.
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WICKED campaign – really nice piece of branded content – hope it goes viral and shows that brands can do whacky things, be entertaining and ultimately promote their brand/product without making it look like a bloody ad!
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@Scott (2:05pm) – No idea is original, if you really want to be pedantic. This is a clever execution taking a more interesting approach than the “Over Beer” campaign you referenced and ultimately creating more realistic, entertaining and engaging content with a higher propensity to gaining organic views.
Being dismissive and negative isn’t very original, either.
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Brilliant! loved it!! Ha!
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Burger King Campaign, removing the Whopper anyone?
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The Canada Club ‘Over beer’ campaign tried. This feels effortless. It’s human, unscripted and real. The comedy comes from people who aren’t trying to be funny. It makes a difference in my opinion.
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Nice try but epic fail. Will only be seen by the self indulgent agency & marketing fraternity (which i am part of). No consumers will see or notice this.
It is not an effective piece of creative that will drive behaviour.
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I really regret writing this, but thats a brilliant piece of branded content. entertaining, engaging, makes you want to know more about the story. I read al the recipes for those cocktails. well done. very brave.
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This is truly awful, It makes the good people of this town look like dumb yokels.
And even if they aren’t as sophisticated as the cocktail swishing hipsters at Patts, that doesn’t give these poncey boys from taking the piss.
Schweppes, like your last effort copying the Saturday Night Live skit…it is all downhill.
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Enjoyable content & hats off for giving something interesting a try.
Much more enjoyable than “Over beer” where the talent was smug and unlikeable & turned me off the brand.
Obviously they have no chance in converting those kind of blokes to become actually consumers, but one assumes they aren’t trying to.
If it builds brand fame/likeability among a more youthful ‘metrosexual’ audience who drink both beer and cocktails, it has a chance of increasing share of throat for Schweppes.
Does need to get noticed to do so though, and whilst it’s nice, ultimately it’s not funny/intresting enough to “go viral” in my opinion. Presumably it comes with a good old slug of 30″ TV edit too?
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Great, a content piece that pushes people from beer to hard liquor drinks. I got excited for a minute thinking they had removed all alcohol from a pub, now that would be challenging and rewarding.
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yes, this IS a bit like Whopper-Freakout-slash-Over-Beer. That’s no crime, IF it had used them as a springboard to do better. The danger is in the results of the video itself.
Not only have the locals been portrayed as yokels, but more importantly, the product does not shine. Most are resistant to the cocktails, and the only person who actually has more than a sip on camera appears to be doing so for the alcohol, not the flavour. The product fails to replace the locals preference for beer, and fails to change minds or behaviours.
“Look, we took beer away…and no-one really enjoyed the product we replaced it with”
fail.
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