The Brief

Brief: Launch the new range of Schweppes 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 still seen 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 brand’s lustre and sophistication.

Describe how the promotion developed from concept to implementation

Idea: Develop a promotional campaign to show our audience, that there’s nothing wrong with being an adult – in fact it’s actually awesome. We created the Schweppes Fancy Food Fight. A five star, seven course, fine dining event, with a menu specifically designed to wipe that sensible look off your practical adult face.

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

Schweppes’ most successful (and messy) product sampling event ever. We turned our loyal Facebook fans into champions for our range of Mineral waters. We positioned Schweppes Mineral Waters as a drink for adults who want to have fun. And most importantly made adults realize that being grown up, didn’t have to be boring.

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

A fine dining event of this caliber 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.