British soft drinks maker Schweppes has revamped its pack design by launching a “bold, effervescent new look” that forms part of its biggest brand investment in 20 years.
The new design will help the brand to better showcase its premium credentials to adult consumers, the tonic water producer said. From April, Schweppes’ 1 litre mixers will be available to retailers with striking new black labels, which demonstrate the brand’s heritage through the tagline “creator of bubbles since 1783”.
The brand will support the packaging update with lifestyle point-of-sales, out-of-home and cinema advertising, experiential marketing and a digital campaign that shows how consumers can get the perfect serve using Schweppes.
The move is the first in a series of investments planned for Schweppes in 2016, described as “the brand’s biggest campaign in 20 years”. Wider plans include reintroducing the Schweppes Russchian variant, currently known as Citrus Blend.
Simon Harrison, commercial director for 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. 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.
“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.”
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