New look adds fizz to soft range
Brand makeover aims to drive premium credentials
Coca-Cola Enterprises (CCE), the firm behind Schweppes in the UK, is aiming to give the brand a more premium positioning with a new packaging design and marketing campaign.
From this month, Schweppes 200ml mixers are being rolled out to licensees with a new look that comprises a black label featuring the tag line “creator of bubbles since 1783”.
• The black labelling is said to highlight the brand’s heritage, which dates back to 1783
The packaging revamp is supported by a marketing campaign that includes new point of sale, outdoor and cinema advertising and a digital campaign showcasing perfect serves for Schweppes products.
CCE said the campaign will be the first in a series of investments in the Schweppes brand in the course of this year.
Simon Harrison, commercial director for Schweppes and new brand development at CCE, said the range will “benefit from a bold new look that drives home the brand’s unique heritage, distinctive sharp taste and premium quality”.
“Many people are not aware that the founder of Schweppes actually created the art of bottling the bubble, and the brand has been perfecting the product since then to make it a proven consumer favourite,” said Harrison.
“With mixers performing well, we have impressive plans for Schweppes this year, and this is the first in a line of activations that will encourage trial and build brand loyalty by emphasising Schweppes taste preference, distinctive British style and sharp sense of humour.”