SCHWEPPES
SPARKLING WATER
Differentiate Schweppes in the sparkling water category through sophistication and product refinement.
BACKGROUND
In 1783 the Schweppes brand was born when Jacob Schweppe discovered how to bottle carbonation. Since then, Schweppes has been a leader in perfecting carbonated products. The brand wanted to showcase their heritage and perfecting of products with the launch of their new sparkling water line.
RESEARCH
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Existing consumption, media and positioning research from DPSG
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Review of Schweppes brand personality, tone and messaging standards
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Competitive audits of digital touch points, messaging and positioning of direct competitors (Lacroix, Polar Seltzer, Dasani Sparkling Water)
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CubeYou digital audience research
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MRI/Simmons syndicated research
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DPSG innovation and flavor lab tour
PROCESS RATIONALE
Sparkling water is the fastest growing beverage category. Despite an increase in consumers across all demographics, much of the content produced by the major brands aims for Gen Z-Millennial women, alienating many other potential consumers. Schweppes' aim is to appeal to a wider swath of consumers, primarily men, utilizing a sophisticated message and product expertise.
AUDIENCE
Established Millennials
KEY MESSAGE
Refined since 1783.
 Schweppes- You're Welcome |  |
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