Schweppes rebrands to target younger cocktail-drinking consumers
Schweppes has undergone a rebrand, supported by a $4m marketing campaign aimed at appealing to younger consumers.
The soft drink brand has introduced the new strap line “the magic is in the mix”, positioning it as the perfect mix for cocktails.
The ads feature the line “1 + 1 = 3” – a formula aiming to reflect the message “You + Schweppes = An undeniably incredible mix”.
Targeting 25-39 year olds, the ads were created by George Patterson Y&R Melbourne and encompasses outdoor, TV and print advertising, retail and point of sale and experiential marketing.
Design agency, DiDonato oversaw the new branding and packaging for Schweppes.
Outdoor ad
Credits:
- Creative Agency: George Patterson Y&R
- ECD: Ben Coulson
- Art Director: David Ponce De Leon
- Copy Writer: Katie Britton
- TV Producer: Luisa Peters
- Group Account Director: Mat Cummings
- Account Director: Elaine Pow
- Animation House: Gula (Argentina) & Illoura
- Campaign Artwork: Sugar Power / Pablo Alfieri / Jonathan Zawada / Si Scott
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Angostura are looking at rebranding their RTD version of Lemon Lime and Bitters…
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unfortunately great marketing can not overcome their tiny market share
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love the Schweppes slo-mo bubbles
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is it just me, or does anyone else not get this ad? 1+1=3 ?? Is there something I am not getting – or is it just that 3 is a ‘special’ number to get too…would love to know if i am the only one not getting it…
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Sorry. Doesnt make any sense to me either.
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Thank god, I thought it was only me who didn’t have the cognitive capabilities to get it. What a great way of telling customers nothing.
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I agree with wtf and Riva. There’s no way anyone would get “You + Schweppes = An undeniably incredible mix” out of this spot or the outdoor.
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Have to agree, it’s pretty out there for thinking. I always thought 1 + 1 = window
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Just so I understand the concept here. Your telling me the drink alone is so bad that it needs to be mixed with other drinks to make it any good. Umm ok……
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The artwork is definitely appealing to the eye, if a little confusing to the brain.
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The first step is admitting you have a problem.
Is the campaign seriously so complex that even people with a marketing/advertising background (safe assumption, based on the fact that you’re browsing mumbrella) can’t put it together?
The fact that there is some audience-involvement in understanding the concept (a ‘missing link’ that the audience has to figure out) is what makes the campaign what it is. Whether the proposition and execution are perfect is arguable… but what is clear is that the campaign has the ‘ingredients’ every advertising guru will tell you is required to create successful engagement.
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Their worst campaign to date
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The problem with this is that it has no engagement that is recognizable. Its not like a viral campaign that is interesting enough for people to talk about, or creative enough for people to want to get the answer.
No one cares why Schweppes is telling us 1 + 1 = 3. They have no mention of 3 being a good thing. Or that Schweppes is a 1, and us a 1.
Being ambiguous only works if you have something fun, exciting or mysterious in the ad. It doesn’t work if its just a statement and the why seems so unconnected.
Im assuming there is going to be a follow up ad to this, otherwise seems like its really lame.
I do like that citrus flavour they make though. Id mix that with vodka for sure.
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Perhaps they are trying to play the role of the wizard archetype
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I guess they’re saying when you use it as a mixer it adds up to more than the sum of its parts, but holy sh*t it’s dull!!
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I think the campaign is implying that the through mixing (1+1) an outcome even better than expected can magically happen>> hence the =3
Or. The sum, may not even hold meaning, but it catches attention. You second look at the equation don’t you, and then you consider the entire ad in attempt to work it out. Hence the ad is made to somewhat interactive and more memorable.. despite slightly fustrating.
Looks like it’s working, it has got people engaged and talking
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@I’m thinking. “looks like it’s working” is a ridiculous statement.
We have been alerted to the campaign by mumbrella and because we are in media/agency land we seek out advertising to rate it.
Thumbs downs due to really poor creative as it does not translate well on outdoor
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Meh.
When I first saw the billboard… the first thought in my little marketing brain was “Oh, so now they’re positioning themselves as the ‘mixer’ of choice. That’s nice.”.
So I guess, yeah, I got it. But was I inspired by it?
Meh.
Preferred the Schweppervessence campaign. At least that was pretty.
@Riarn Mmm… vodka. 🙂
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Have a look at in the Work section – Gancia One 360 – Watch the Video
I am guessing this is where the initial ‘inspiration’ came from.
http://www.pabloalfieri.com/
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Maybe it’s a typo that no-one picked up.
“Hey Jim … I checked the Schweppes ad again … isn’t 1 + 1 = 2?”
“No probs – we can fix it in the final edit.”
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