| Title | THIS CALLS FOR A COCKTAIL |
| Brand | SCHWEPPES AUSTRALIA |
| Product / Service | SCHWEPPES MIXERS |
| Category | D01. Integrated Campaign led by Promo & Activation |
| Entrant | GPY&R Melbourne, AUSTRALIA |
| Entrant Company | GPY&R Melbourne, AUSTRALIA |
| Advertising Agency | GPY&R Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | GPY&R | Chief Creative Officer |
| Ben Coulson | GPY&R | Executive Creative Director |
| Jake Barrow | GPYR | Creative Director |
| Jake Barrow | GPYR | Senior Art Director |
| Katie Britton | GPY&R | Senior Copywriter |
| Matilda Hobba | GPY&R | Group Account Director |
| Rachel Semmens | GPYR | Account Director |
| Lil Shelmerdine | GPY&R | Account Executive |
| Emma Lazarou | GPY&R | Senior Account Manager |
| Fran Derham | Cos We Can | Producer / Director |
| Clare Plueckhahn | Cos We Can | Dop/Director |
Schweppes mixers were having an identity crisis. Everyone know that they are are the go-to mixer for creating cocktails, but cocktails are for special occasions and special occasions are few and far between. Our aim was to take the everyday beer and wine out of our customers hands and put a Schweppes mixers cocktail in it. And to do this we needed to create 'special occasions' every day. Even if they weren't that 'special' at all. Our aim of our This Calls For A Cocktail promotion was to create as many new cocktail and cocktail occasions in 60 days as we could, using a mix of media. They had to be relevant and topical, and demystify the notion of cocktail are only for special occasions.
Our audience only see cocktails and therefore our Schweppes mixers as something to be saved for a special occasion. We set out to turn that notion on its head by creating buzz around giving people Schweppes cocktail recipes and occasions every day for 60 days and prove to them any occasion is the perfect occasion for a cocktail.
Please see confidential section.
So we needed to turn the typical cocktail occasion on its head. * We gave ourselves 60 days. That was 60 days to create as many special occasions as we could, create bespoke Schweppes cocktails for those event, all tied into things that were making the news as it happened. * We split into three teams - agency (to stay on top of news and events and create occasions and cocktails) Mixologists (to create the drinks for us using Schweppes cocktails) then Media (to use the best channel they find to get our ads to market that day). * No cocktail or occasion would be up for more than 48 hours. * All cocktail recipes were available that day on the Schweppes website. The only adaptions we made to the campaign plan were to allow for fixed media placements at Schweppes sponsored events.