Schweppes has revamped its pack design and launched a new look intended to showcase its premium credentials to adult consumers.
Schweppes one-litre mixers are now available to retailers with new black labels which demonstrate the brand’s long-standing heritage as the “creator of bubbles since 1783”. The sophisticated and modern new design is also peppered with adult wit and humour designed to appeal to consumers in the over-30 age bracket.
Schweppes is supporting the packaging refresh with lifestyle POS, out-of-home and cinema advertising, experiential marketing and a digital campaign.
The move is the first in a series of investments planned for Schweppes in 2016, which promises to be the brand’s biggest campaign in 20 years.
Much to the dismay of the nation’s spellchecking software, wider plans also include re-introducing the Schweppes Russchian variant, currently known as Citrus Blend.
Simon Harrison, Commercial Director, Schweppes and New Brand Development at Coca-Cola Enterprises, said: “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.
“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.”
