The Brief

The objective was to get beer-lovin Australians to share a cocktail instead. The strategy was to arm our target market with the know-how to make simple cocktails and to change the perception that cocktails are too hard to make yourself. Schweppes Mixers are the leaders in the mixed drink market and they wanted to lift the category as well as their market share.

Describe how the promotion developed from concept to implementation

The solution was to educate our target on how easy it is to make cocktails at home. We went door-to-door with a postal bike that we converted into a cocktail bar. Every where we went we created a unique mixing occasion that was cool enough to spread on facebook. By getting each recipient to chose who to send Cocktail Mail to next, Schweppes was allowed into the inner circle of this young, hip target market and got the opportunity to teach them how to mix cocktails in their own homes using Schweppes mixers. So far no complaints.

Describe the success of the promotion with both client and consumer including some quantifiable results

There were no click throughs or complicated extra steps - just Schweppes, one-on-one with their target market, teaching them to mix simple Schweppes cocktails. Admittedly, the costs were higher than a QR code style promotion, but the response rate was a happy 100% Schweppes Cocktail Mail has been delivered to over 1000 homes across Australia over the course of a year. By arming our market with cocktail know-how, Schweppes has increased mixer sales across the category, plus increased their market share by 9%.

Explain why the method of promotion was most relevant to the product or service

Schweppes is a market leader in cocktail mixers, so any spike in cocktail consumption was going to lead to a greater spike in their sales than their competitors, thereby solidifying Schweppes leading position in the market. Schweppes has taken it upon themselves to grow the category and get cocktails back on the menu at home.