Schweppes launches summer t-shirt campaign
Schweppes has launched a new promotional campaign – the Schweppes Summer Rewind 2011.
The four-month campaign will give consumers the opportunity to redeem “thread creds” to bid to win retro t-shirts designed by artists WBYK, with seven different designs to choose from.
The agency behind the campaign is STW Group’s Tribe, which was re-appointed after running the campaign in 2010.
Tribe’s head of promotions, John Georgas said: “The campaign will leverage Schweppes’ unique heritage and continue the brand’s ownership of the positive emotional connection with summer that was initiated last year.
“The campaign plays on some powerful summer insights to blend modern-retro design with the brand’s heritage, to differentiate Schweppes in the market and to reinforce summer fun where time is on your side.”
He added: “The design of the campaign, to encourage bidding for a limited number of prizes, will enable control of redemption and stimulate purchase, making the campaign scalable to the brand’s ATL media activities.”
Brand manager at Schweppes Australia Laura Stephen-Daly, said: “We are excited to be running this campaign for a second year and this time with a fun new twist that will drive purchase frequency and active consumer engagement with our brands.”
Pepsi did a similar campaign last summer with retro t shirts
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Perhaps both campaigns will be successful?
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Schweppes owns the “powerful emotional connection with summer”?
More accurately:
Along with a multitude of other brands, Schweppes is hopeful of consumers deriving some minor association between them and the positive feelings long associated with the arrival of summer. They are mindful that Coca Cola has been doing this forever and are aware that any ability to overtake them is something that will take years, if not decades.
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