Schweppes, the iconic soft drink brand, has unveiled a new multichannel marketing campaign to promote social connection and boost summer sales. Developed by Coca-Cola Europacific Partners (CCEP) and dubbed ‘Born Social’, the campaign aims to inspire young adults to embrace in-person socializing after months of pandemic-induced isolation. Let’s learn more about this campaign.
A Strategic Rebranding
‘Born Social’ is Schweppes’ new strategic marketing platform designed to position the brand as an enabler of memorable social experiences and interactions. As part of the platform, Schweppes will host curated events at summer festivals and promote signature cocktails to help consumers ‘break free from defaults that dampen their natural social instinct’.
According to Schweppes senior brand manager Marina Nastyushenko,
“We’ve observed noticeable shifts in the ways people socialize and interact post-pandemic, and ‘Born Social’ serves as a powerful reminder for individuals to embrace their social instincts and live life to the fullest.”
A Multi-Channel Campaign
To spread the message, Schweppes has launched a multi-million-pound campaign spanning digital, out-of-home, TV, and influencer marketing. The campaign aims to inspire young adults to say “no” to comfort and “yes” to the thrill of socializing, mingling and letting loose.
As Martin Attock, VP of Commercial Development at Coca-Cola Europacific Partners GB, says, “We’re confident this new multi-million pound campaign direction celebrating everything that’s great about socialising, will inspire consumers to make the most of occasions this summer, keeping the Schweppes brand front of mind and helping to drive sales in-store for our customers.”
Final Take
Schweppes’ latest multichannel campaign, developed by Coca-Cola Europacific Partners (CCEP), introduces the brand’s new ‘Born Social’ platform, which aims to help consumers connect and create memorable moments. The campaign encourages young adults to break free from defaults that dampen their natural social instinct and embrace the thrill of socializing and trying new experiences. With digital, out-of-home, and TV ads, paid social media influencer activity, and PR, the campaign celebrates all things social. Schweppes remains the number one mixer brand in the off-trade by value and volume and is recognized by more than three-quarters of Brits. The new campaign direction will inspire consumers to make the most of occasions this summer, keeping the Schweppes brand front of mind.
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