In 2017 Schweppes was faced with declining market share. They were being squeezed from the top by Fever Tree and from the bottom by Own Label. We needed to develop a campaign that would leverage an existing premium global aesthetic, and meet aggressive KPIs in the UK market.
Against every one of our research metrics, both in terms of ‘hard’ measures like taste, awareness and scale, as well as ‘soft’ measures like heritage, Schweppes came out on top. And from that came the spark. If Fever Tree say “mix with the best” we say “we couldn’t agree more”.
Shot by the best, Rankin, we were single mindedly focused on positioning Schweppes as the best. A premium tonic that elevates every drink it touches. Our campaign line: “The Ultimate Mixer” was used consistently, through every part of the consumer journey and connections plan: from OOH through to all the on and off trade activation and engagement activity.
The campaign has turned three years of market share decline into positive market share growth.