Main Role:
Strategist
Category:
Sparkling Water
Timeline:
1 Week
Some Background
Fueled by rising health-consciousness, sparkling water sales have increased significantly over the last decade.
Schweppes was the original innovator of bottled carbonation, leading to consumers coining it as "lightning in a bottle."
For the history buff
King William IV of England contributed to the brands popularity by granting them a Warrant of Appointment.
The Ask
Where we stand in comparison
DRIVE TRIAL OF SCHWEPPES BY SWITCHING PEOPLE FROM OTHER PREMIUM BRANDS
Traditional
Understated
Low awareness (in the US)
Schweppes
Loud (colourful)
Bizarre flavours
Newer on the market
Our competitors
Schweppes really is the epitome of tradition when it comes to sparkling water. Being that it is a unique position to be in we don’t want to diminish it, but rather build upon it. Some of the other brands out there such as La Croix, San Pellegrino, and Spindrift are all considered to be popular for their own distinctive reasons. Instead of changing what Schweppes is to match our competitors we want to bring awareness to its authenticity as the “original carbonator”.
Consumer Landscape
Who is drinking sparkling water?
Individuals between the ages of 20-35 are some of the largest consumers of sparkling water. They also happen to be the consumers who place an importance on brand authenticity.
86% of people say authenticity is important when deciding what brands they like and support.
90% of Millennials say brand authenticity is important, proving that younger consumers prefer ‘real and organic’ over ‘perfect and packaged
The Audience
The “non-conformist”
Values authenticity and tradition.
They appreciates brands that have a genuine story to tell, reflecting their heritage and dedication to quality. They are not easily swayed by flashy packaging but rather gravitate towards products that speak to their intellect and align with their values.
We want the non-conformists to choose Schweppes, a brand with substance.
How are we going to sway them?
The Insight
Brand authenticity is a driving force for consumers.
Capitalize on the brands long standing brand history and origin story.
Use humor to bring attention to the excess of our competitors while drawing on the timeless and traditional taste of Schweppes.
The Strategy
In order to draw attention to the excessiveness of our competitors and highlight just how “fantastique” Schweppes is we would collaborate with Gstaad Guy.
Gstaad Guy has made a name for himself parodying the lives of the famous and some of their more monotonous routines, mocking the snobbery in over the top brands and lifestyles.
Get the full breakdown and creative by checking out the full deck!