Firm unveils new premium range and advertising
COCA-Cola European Partners (CCEP) has made what’s claimed to be the biggest investment in the Schweppes brand’s 225-year history in the UK.
The spend has included a redesign of the Schweppes classic mixer bottles for the licensed trade, a new range of naturally-flavoured premium mixers named Schweppes 1783 and what’s said to be the biggest ever marketing campaign for the brand.
The new-look Schweppes Classic glass bottle for the on-trade will be available in 125ml and 200ml sizes.
The Schweppes 1783 range comprises five variants: Crisp Tonic Water, Light Tonic Water, Golden Ginger Ale, Salty Lemon Tonic Water and Quenching Cucumber Tonic Water.
The Classic range is being supported by a £6.6 million campaign between October and December, including out-of-home, TV and cinema advertising as well as experiential marketing and a digital campaign.
Sampling activity for Schweppes 1783 will include engaging with consumers and bartenders at festivals and nationwide cocktail events.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “Schweppes is an iconic brand with a strong British heritage, and 2017 marks a new chapter in the brand’s long and impressive history.
“Our new signature shaped skittle bottle will provide a premium exterior to the popular liquid and effervescence bottled inside.
“The last quarter of 2017 is going to be massive for the Schweppes brand.
“We’re confident the new campaign will encourage trial of the new 1783 range and drive sales and category growth for our customers.”