Schweppes, tonic purveyor, eyes premium drinkers as it commences £6.6m marketing spree

Schweppes launches new mixer brand and reinvigorates the Classic

Schweppes has received a windfall of £6.6m from owner Coca-Cola to reinvigorate its Classic brand, while the tonic has begun its pursuit of premium drinkers with the upcoming launch of a new range named Schweppes 1783.

The new line of flavoured mixers, including the intriguingly named Salty Lemon Tonic Water, will be targeted at ‘more adventurous consumers’. Launching in November, the drinks will be distinguished from the original tonic with a golden Schweppes ‘sash’ and black livery.

The product will be pushed out to consumers and bartenders primarily through an experiential campaign at festivals and nationwide cocktail events, as well as via VR and digital.

Meanwhile Schweppes’ Classic bottle has been given a makeover. The new glass has been modelled on the original ‘skittle’, which was blown into a single piece by Jacob Schweppe in the 18th century and features distinctive curves now restored to the shape. The brand’s sash will sit at the neck of the bottle.

The tonic’s new look was unveiled yesterday (2 October) at London Cocktail Week. It will be pushed to market between October and December with a £6.6m integrated campaign comprising out of home, print, TV, digital, experiential and cinema advertising, as well as sponsorship of the Johnathon Ross Show.

McCann Madrid has created the TVC – an unusual choice for a purely British campaign. Recipe is working on OOH and print, Mesh on shopper, Haygarth on experiential and Three Monkeys Zeno on PR.

The investment is the brand’s ‘biggest ever’ marketing campaign to date.

Aedamar Howlett, marketing director at Coca-Cola Great Britain, said: “This is a momentous time for the Schweppes brand. The new look of Schweppes Classic, arrival of Schweppes 1783 and the unprecedented marketing support will continue to energise one of the UK’s most loved soft drink brands in a year whereby we’re celebrating 225 years since Jacob Schweppes first came to London with his bottled bubbles.”

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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