The Campaign

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Results

Brief: Launch the new range of Schweppes lite mineral waters to a target audience of young adults aged 22-34 years. Problem: The average age of Schweppes’ drinkers was getting older. Losing ground to energy drinks and cola brands, it was stillseen as sophisticated, but still a drink for oldies. Our challenge was to rejuvenate the brand and make it more appealing to an audience of young adults, without losing any of the brands lustre and sophistication. Idea: Create an event/dm/promotion to show our audience, that there’s nothing wrong with being an adult – in fact it’s actually awesome. We created the Schweppes Mineral Fancy Food Fight. A five star, seven course, fine dining event, which was also the filthiest, silliest and craziest event our audience had been to since their own 10th birthday. Relevance: A fine dining event of this calibre helped associate mineral waters with a food occasion while maintaining our sophisticated credentials. The menu, designed by Sydneys Michelin Chef Martin Benn (australia’s answer to Heston Blumenthal), not only was all the food created to taste delicious and match the minerals waters, it was also designed to throw. E.g. A Tomato Gaspatcho. Matched with the natural mineral water, it looked like a tomato but had soup inside and was highly explosive on impact.

The audience was draw from Schweppes 91,000 facebook fans. Firstly we sent out a call for auditions. Do you want a seat at the table for the Fancy Food Fight? This call came with a series of teaser ads highlighting the menu Martin Benn (michelin star chef) was creating. Half the menu was for eating and half the menu was for throwing. Thousands of people jumped at the chance for what was truly a once in a lifetime experience.

We showed Schweppes Mineral Waters are the perfect accompaniment to any meal. We turned our loyal Facebook fans into champions for our range of Mineral waters And most importantly we gave a bunch of grown ups the chance to let loose.