Schweppes is launching an outdoor, on-pack, radio and PR campaign to promote the brand as a staple of the British summer.
The brand has again teamed with Diageo for the campaign, for the third year running, to promote drinking Schweppes with Pimms and Gordon’s gin.
Alongside the ‘Start of Summer’ creatives, produced by TMW, Schweppes is also launching limited-edition packaging featuring the Union Jack flag and diamonds across the range, designed by Ocean Branding, to support the Queen’s Jubilee.
PR activity for Schweppes, handled by MHP, will see the brand team up with Royal photographer Hugo Burnand and party planner Polly Betton to launch a nationwide search to find Britain’s ‘Social Monarchs’ – kings and queens of entertaining who love to host parties.
Consumers will be driven to a microsite housed on the Daily Telegraph, to nominate themselves or their friends to be crowned Schweppes ‘Social Monarchs’ and win a photoshoot with Burnand and personalised party tips from Betton, with the site also containing videos and tips.
Zoe Howorth, Coca-Cola GB market activation director, said: “As a distinctly British brand, we’re thrilled to be gearing up for a summer of national celebrations, positioning Schweppes as the drink of choice for all summer social occasions. We know our consumers love to entertain and enjoy premium mixer drinks, so we’re pleased to be continuing our partnership with Diageo whilst offering consumers engaging content on our new Social Monarchs hub.”