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Coca-Cola Launches “New Beginning” Campaign For Schweppes

October 2, 2017: 12:00 AM EST
Coca-Cola’s Schweppes brand of mixers led the U.K. market with a 32.6 percent share in 2016, but is feeling competitive pressure from Fever-Tree and private label products. To grow market share Coca-Cola is pulling out all the stops in a 15-month campaign to reinvigorate Schweppes with a “new beginning.” Campaign features a re-design of the bottle and a nearly $9 million ad effort targeting U.K. TV, movie theaters, special events, digital, and sponsorship of a TV talk show. The company is also launching premium mixers (Schweppes 1783), mainly in pubs and bars, with flavors like golden ginger ale, salty lemon tonic water, cucumber tonic water, and floral tonic water.
Leonie Roderick , "Coca-Cola overhauls Schweppes in bid to ‘future proof’ the business", Marketing Week, October 02, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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