THE OG
Schweppes
Situation:
Schweppes wants to place their flavored sparkling water in the accessible premium, making them switch from other premium brands.
Problem:
Americans do not know that Schweppes was the originator of sparkling water.
Insight:
Schweppes drinkers are loyal and rarely switch to other accessible premium beverages.
Solution:
Create awareness that Schweppes was the “OG” in the sparkling water category by partnering with “OG Musicians” in different genres.
Problem:
Consumers don't know that Schweppes is the ORIGINAL sparkling water beverage
Schweppes was the first company to bottle sparkling water all the way back in 1783. People recognize Schweppes, but they don’t know about it.
71%
of Americans say the recognize Schweppes name and logo.
16%
ONLY 16% of Americans say they use Schweppes
22%
ONLY 22% of people who recognize Schweppes actually drink it
If Americans knew Schweppes was the originator,
they would switch.
Music is the way to send our message.
From our demographic research we were able to determine that they ultimate unifier was music. "Music" is a broad category, so we narrowed our artists partnerships to industry leaders that are popular amongst almost everyone.
Snoop Dogg
Madonna
Willie Nelson
Travis Barker
CREATIVE
OG's recognizing OG's
RADIO SPOT
Click above to listen:
Everything in this ad is original.
Now, we know what you’re thinking,
“What does an ad with an OG sound like?”
Well, something like this:
Snoop Dogg: “Ooh wee!
This right here is fresh to death cuz!
This Schweppes’ is the shizzle, my nizzle.
Ain’t nothin’ fresher than the original gangsta drink.
Straight up pimpin’ and it’s the real deal Holyfield.
Ya feel me?”
Did you get all that? If you didn’t, he said:
Snoop Dogg: “This message is brought to you
by Schweppes and Snoop Dogg.
The original soft drink keeping it OG since 1783.”
