Schweppes enters next chapter of its 234 year history with biggest ever GB brand investment
9 October 2017
Schweppes enters next chapter of its 234 year history with biggest ever GB brand investment
Schweppes[1], has announced its biggest GB investment in over 200 years. Responding to the growing demand for premium mixers, the investment includes the launch of a new premium skittle-shaped bottle that pays homage to its longstanding heritage and a brand new range of naturally flavoured mixers for discerning drinkers.
The Schweppes Skittle Bottle
Rolling out this October, the new Schweppes bottle is modelled on the original Schweppes skittle which was blown and formed in a single piece by inventor Jacob Schweppe back in 1783. In a respectful nod to the brands’ original design, the curves will be reinstated delivering a shape which helps create optimum effervescence.
The iconic yellow Schweppes sash, arguably the most recognisable expression of the Schweppes brand, will sit at the neck of the new bottle which features an embossed fountain design to signify the bubble explosion contained within the tonic, which provides the unique bite that the brand is renowned for. The Schweppes range is available in a variety of formats including 200ml glass bottles, 1L PET bottles and to 6x150ml and 12x150ml can multipacks.
Schweppes 1783
To excite the more adventurous consumers, Schweppes is also unveiling a new distinguished range of naturally flavoured premium mixers called Schweppes 1783. Expertly crafted by mixologists for consumers to explore, the range features Schweppes’ renowned effervescence in combination with unmatched natural flavours. Initially available in 200ml skittle glass bottles for the licensed channel, a 600ml bottle will follow for grocery as part of a phased launch. The bottles will feature a golden Schweppes sash and black livery will differentiate the range on shelf, chiller or back bar whilst delivering a premium finish.
The six strong mixer range features Crisp Tonic Water, Light Tonic Water and Golden Ginger Ale (Golden Ginger Ale only 200ml for Licensed), as well as three unique flavoured tonics; Salty Lemon Tonic Water, Quenching Cucumber Tonic Water and Aromatic Floral Tonic Water (Aromatic Floral only 600ml for Grocery). Each flavour is carefully created to marry perfectly with the finest spirits to elevate the taste sensation, and contains the unrivalled effervescence that makes Schweppes the number one mixer brand in GB[2].
Biggest Ever Marketing Campaign
The Schweppes Classic range is being supported by a £6.6 million campaign between October and December 2017, which includes Out-Of-Home, TV and cinema advertising as well as sponsorship of the Jonathan Ross Show, experiential marketing and a digital campaign. The new Schweppes skittle bottle will be revealed for the first time at London Cocktail Week where consumers can take part in a flavour experiment in a multi storey lab room from the 1800’s at the Cocktail Village in Spitalfields Market.
Schweppes 1783 will engage consumers, drinks aficionados and bartenders through a programme of tasting experiences at festivals and nationwide cocktail events, PR and digital and through engagement with Schweppes’ Drinks Experts which include Tony Conigliaro of 69 Colebrooke Row and Bar Termini.
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.
Our new Schweppes 1783 range combines the perfect carbonation and balanced taste of Schweppes with natural ingredients and unique flavours. We have taken the time to seek guidance from mixologists and drinks experts to create this distinguished range of mixers that will appeal to new age of mixer drinkers that are keen to discover new taste combinations.
In short, the last quarter of 2017 is going to be massive for the Schweppes brand. The new look of Schweppes Classic, arrival of Schweppes 1783 and the unprecedented marketing support will continue to energise one of GB’s most loved soft drink brands in a year whereby we’re celebrating 225 years since Jacob Schweppes first came to London with his bottled bubbles. We’re confident the new campaign will encourage trial of the new 1783 range and drive sales and category growth for our customers.”
NOTES
[1] AC Nielsen MAT to 01.07.17
2 No1 mixer brand - Source: #1 inValue Sales, Value share and numeric distribution. AC Nielsen, Total Market, w.e 06.05.17
