Coca-Cola Enterprises has made its first move in a marketing push for Schweppes that promises to be the brand’s ‘biggest campaign in 20 years’.
The tonic water range has a revamped pack design meant to showcase its premium credentials to consumers aged 30 and over. Rolling out this month, Schweppes one-litre mixers will bear new black labels that promote the brand’s heritage as the ‘creator of bubbles since 1783’.
The investment - which will be supported by lifestyle POS, OOH and cinema advertising, experiential marketing and a digital campaign - is the initial part of major activity planned for the brand in 2016, which include returning the Citrus Blend variant to its original name of Russchian.
“Schweppes is an iconic brand that will benefit from a bold new look that drives home the brand’s unique heritage, distinctive sharp taste and premium quality,” said CCE commercial director Simon Harrison.
“With mixers performing well we have impressive plans for Schweppes this year. 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.”