Schweppes Agrum
Challenge
Research confirmed that the Schweppes brand had declined significantly in relevance amongst young adults and was having brand value eroded further through minimal innovation, media support and major aggressive price attacks by key competitors
Solution
Developed the business case and launched a new Schweppes Sub-brand called “Schweppes Agrum”. This uniquely presented brand targeted young females with high-discretionary income-the 1st soft drink launched in Australia in the new slim-line can, requiring global business case approval due to the magnitude of the capital investment. It was positioned as “stylish and cosmopolitan” with awareness and trial being driven through a very targeted media approach in line with the profile of the target audience. It had to be seen in “all the right places”-cafes and selected Licensed on Premise outlets, Advertising strap line- “straight or mixed”– conveyed it was “cool to drink” whether drinking it straight or as a mixer which fed off Schweppes’ strong credentials in the mixer segment of the market. In addition to a magazine print campaign, alternative mediums such as Moonlight Cinema in the parks where sponsorship, advertising, sampling and sales rights were secured, Scooterlites buzzing through ‘chic happening spots’ in key metro locations to reach a highly mobile target, plus TV sponsorship billboards were employed
Result
A major new brand was launched – it achieved the objective of attracting a younger target market back to the Schweppes brand and providing a strongly differentiated offer to help in the fight against trading the market down. It remains a major brand in the marketplace
Disciplines
- Market and Consumer Research
- Business Case Preparation & Approval
- Marketing Strategy
- Sales Strategy – Channel Sales Plans
- New brand, new identify – Logo, IP Trademarks
- New Graphic Design
- National Advertising- Magazines- Television Billboards- Scooterlites- Shopping Trollies
- National PR Campaign
- National Sampling Campaign
- Sponsorship-Moonlight Cinema
- Trade presenter – Presentation Kits
- New slim line packaging required New Production Line
- POS- Dedicated Display Units, Tent cards
- Premiums