Schweppes iconic bubbles take centre stage in a new brand platform and campaign, created by Clemenger BBDO and PHD.
The Asahi Beverages’ soft drink brand has launched a colourful master brand visual that will roll our across all the Schweppes product lines, as it seeks to stand out in the saturated soft drinks category this summer.
The campaign, which includes TV, VOD, OOH, Spotify and in-store, aims to generate greater awareness of the brand amidst the $15.37 billion soft drink market and will run throughout 2024.
The campaign comes as the soft drink market experiences an overall downward trend with the rise of healthier, low-sugar options as consumers become more health-conscious. The explosion of the fermented drinks category – most notably the popular Kombucha drinks – has taken significant share from soft drink brands.
Despite this, the overall soft drink market in Australia is forecast to grow annually by 3.59% between 2023 to 2027, according to data statista.
Lauren Fildes, general manager of marketing, Asahi Lifestyle Beverages, said the brand set out to create a campaign that was as much of a sensory experience as their soft drink brand.
“Each touch point within this campaign, from the film to the audio ads to the street posters, is designed to make you imagine a place where your senses are instantly ignited.
“We want people to feel the iconic Schweppervescence feeling the moment they see or hear the work,” she added.
Ant Phillips, Clemenger BBDO group creative director, said that in launching the platform, the agency wanted to celebrate the everyday magic of drinking water.
Clemenger BBDO’s bright and bubbly ‘A Sip for your Senses’ positioning and debut campaign was inspired by the bubbles from opening a bottle of Schweppes.
CREDITS
Asahi Lifestyle Beverages –
• Lauren Fildes, General Manager – Marketing
• Jarrod Dooley, Head of Carbonated Brands
• Simone Reid, Marketing Manager
• Jess Sanchez, Senior Brand Manager
• Emily Devine, Brand Manager
Clemenger BBDO –
Creative
• Ant Phillips, Group Creative Director
• Tom Vizard, Senior Copywriter
• Tristan Graham, Executive Creative Director
• Ben Byran, Art Director
• Lachlan Collie, Copywriter
• Sebastian Sarria, Designer
• Karen Kushinsky, National Traffic Manager
Production
• Alana Teasedale, Senior Producer
• Claire Bisset, Executive Digital Director
• Michael Travers, Print Producer
• Sam Tsui, Finished Artist
• Mike McCall, Retouching Artist
Planning
• Paul Rees-Jones, Chief Brand Officer
• Brigitte Bayard, Strategy Partner
Business Management
• Scott Balalas, Managing Partner
• James Kerr, Senior Business Director
• Tony Dediu, Business Director
• Golda Sanchez, Account Executive
CADRE Pictures Animation
• Patrick Da Cunha, Creative Director
• Steven Kerswell, Senior Producer
• Annie Thiele, Producer
Bang Bang Studios
• Tristan Dewey, Sound Design & Music
• Polly McGregor, Producer
• Holli Dee, Producer
PHD MEDIA
• Alex Ferguson, Planning Director
• Michelle Trifiletti, Investment Manager
• Gabe Olver, Account Executive
• Ryan Wahl, Investment Director
• Zachary Yue, Account Coordinator
1HOUSE
• Will Bate, Anna De Sousa & Zak Rule, Digital Planners
• Brigitte Dagg & Rochelle Athan, Project Leads
• Christina Coco,Media Manager