IMC ToolkitCharacter Required8TH February, 2017Classified-Confidential
Classified-Confidential01. Strategy Business background Business objectives Opportunities Brand & Product truths02. The Idea Creative platform03. Connections recommendations Insights guiding our Connections Connection strategy The Schweppes connection strategy The 4 pillar test05. Print06. Key contact07. Back-up Caucasian versions Pan-African versions Alternative sots POD’s04. Film Caucasian TVC Pan-African TVC Suggestions for markets Visual ID End frames Music rights Talent rights
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Declines in awareness, trial and overall performance. Squeezed between private labels and premium brands. Lack of sustained investment, consistent advertising and compelling brand story across markets. Classified-Confidential01Strategy
Drive reappraisal and increase recruitment against younger adult audience: 30-49.Classified-Confidential01StrategyLeverage Schweppes product truths with its brand values of self assurance, resourcefulness and sophistication.Make Schweppes the Adult beverage of choice away from home (evening social occasion).
01StrategyClassified-ConfidentialIncrease recruitment of a younger adult audience. Drive desirability by leveraging our brand & product truths.Restore the timeless iconicity of the brand.
01StrategyClassified-ConfidentialPRODUCT TRUTHSBRAND VALUESSharp effervescencePerfectly Balanced TasteAdult PalateTHE SCHWEPPES CHARACTERDistinctSelf-assuredWittyTimeless original
02. The Idea Classified-Confidential
Classified-Confidential02The Idea CCITHE ROLE OF THE BRAND OR BRAND POV THE CONVERSATIONTHE STORYTELLERSLife prepares you to appreciate the character of Schweppes.Appreciation for the sharp and tingly taste of Schweppes comes with experience.The value of experience. What is truly strong character.How do you know you’re ready for Schweppes?Schweppes heritage.People who have learnt form experience, entrepreneurs, truly global people, risk-takers, bartenders, mixologists, waiters, bar/club owners…
Not everyone is ready to appreciate the taste of Schweppes. It’s not a matter of age, gender or socioeconomic status. It’s a question of having forged the character thanks to the experiences they have lived. We call them, Amateurs…Let us introduce you to The Schweppes Social Club, a special place where amateurs are welcome to join once they are ready to appreciate the intense and unique taste of Schweppes. We are expecting you…The Schweppes Social Club02The Idea Inclusive: We don’t leave anybody behind. We just wait for them to be ready to enjoy the sharp, tingly taste of Schweppes.Welcoming: Everyone is invited to enjoy what Schweppes has to offer.Unique: But on the other hand there will only be people like you.Easy to join: The moment you stop being a amateur, you are in.Character: Every member is different, but all share the love for the sharp and tingly taste of Schweppes.What is The Schweppes ...
