Simon Harrison, customer marketing director GB at Coca-Cola European Partners, tells Karen Peattie it’s time to shout about Schweppes again.
Those of a certain vintage will recall the distinctive tones of the late Britsh actor William Franklyn saying “Schhh … You Know Who” in the famous tonic water brand’s TV ads the 1960s and 70s.
John Cleese also made his mark for the brand in the 1970s and, in 1999, Frasier star Kelsey Grammer was the voice of Clive the leopard. The Franklyn tagline came back in the form of “Sch … You Know How” in 2006 and even The Apprentice’s Sir Alan Sugar has got in on the act, later appearing in a print campaign satirising topical issues.
Indeed, there have been many other innovative advertising campaigns over the years for this iconic brand but fast-forward to the present and the nation’s favourite mixer is back with a heavyweight £6.6 million marketing campaign – its biggest-ever GB investment in its 234-year history.
The investment includes the launch of a new premium skittle-shaped bottle that pays homage to its heritage and a brand new range of naturally flavoured mixers for discerning drinkers – Schweppes 1783 – launching in November.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners (CCEP), says: “Schweppes is an iconic brand with a strong British heritage, and 2017 marks a new chapter in the brand’s long and impressive history.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners
“Our new signature-shaped skittle bottle will provide a premium exterior to the popular liquid and effervescence bottled inside while our new Schweppes 1783 range combines the perfect carbonation and balanced taste of Schweppes with natural ingredients and unique flavours.
“We have taken the time to seek guidance from mixologists and drinks experts to create this distinguished range of mixers that will appeal to a new age of mixer drinkers that are keen to discover new taste combinations.”
The last quarter of 2017, then, is shaping up to be massive for the Schweppes brand, Harrison continues. “The new look of Schweppes Classic, the arrival of Schweppes 1783 and the unprecedented marketing support will continue to energise one of GB’s most-loved soft drink brands in a year where we’re celebrating 225 years since Jacob Schweppes first came to London with his bottled bubbles.”
Rolling out now and modelled on the Schweppes skittle which was blown and formed in a single piece by inventor Jacob Schweppe back in 1783, the new bottle is a nod to the past and the original design, its curves delivering a shape which helps create optimum effervescence.
As Schweppes enters this exciting chapter in its history and forges ahead with new ideas that meet modern trends, for example the growth of artisan gins, it’s a clear sign that the brand means business.
“Consumers are changing,” says Harrison. “They’re looking for a premium experience across all drinks categories – gin, whisky, rum, craft beer. There’s a higher expectation and they want a good quality, classic mixer – that’s Schweppes.
“But that doesn’t mean consumers don’t also want something different – that’s why we’ve launched Schweppes 1783.”
Schweppes 1783 has been crafted to pair with premium spirits, not just gin, and includes Classic Tonic, Light Tonic, Quenching Cucumber, Salty Lemon and Golden Ginger Ale. “We’re confident the new campaign will encourage trial of the new 1783 range and drive sales and category growth for our customers,” Harrison continues.
“We’re a mixer but you can enjoy Schweppes on its own – that’s the beauty of it and one of the reasons it’s enjoyed such longevity.”
The Schweppes Classic range with its iconic yellow sash is available in 125ml and 200ml glass bottles for the licensed channel while Schweppes 1783 comes in 200ml glass bottles with a golden Schweppes sash and black livery differentiating the range on the back bar while delivering a premium finish.
Meanwhile, the mammoth marketing campaign appearing between October and December includes out-of-home, TV and cinema advertising as well as sponsorship of the Jonathan Ross Show, experiential marketing and a digital campaign.
In 2018, Scotland will benefit from an even bigger sales focus from CCEP as the dedicated field sales team expands in order to call on more outlets more often. “This will benefit all of the brands in our portfolio,” says Harrison.
“As a soft drinks business we can promote our brands to be served alongside spirits but also as standalone brands so we have something for everyone – from those seeking a quality mixer, people who want a brand that fits in with a health and wellness agenda, and those who simply want a perfectly served soft drink when they go out because they’re driving or choosing not to drink alcohol.”
“As we move into the New Year we’ll continue to work with our customers by focusing on the right range, availability and visibility.”