Schweppes ups summer heat?

23 July, 2010

Coca-Cola Enterprises is supplementing the current marketing campaign it’s running in tandem with Diageo with a TV ad of its own for the Schweppes brand.

The soft drinks firm is also running two on-pack promotions on its Capri Sun brand.

The Schweppes ad features a suburban couple seemingly oblivious to the fact there’s a leopard in their living room, with the slogan “at the end of the day, there’s always a Schweppes”.

Craig Smith, vice-president for marketing and strategic planning at CCE, said: “This new campaign injects a modern twist to the distinctly British heritage of Schweppes, reaffirming its tradition for iconic, humorous ads.

“The new ad, together with our in-store activations, will ensure Schweppes is at the forefront of customers’ minds when shopping for mixers this summer, leading to an increase in demand for retailers.” The campaign is running alongside?the Together for a Better Summer campaign in which Diageo and CCE are promoting spirit-mixer combinations on TV, radio, outdoor and press.

The first Capri Sun promotion is on 33cl pouches and will give consumers the chance to win one of 500 vouchers, worth £80, to buy tickets for live music events.The promotion is being backed by outdoor advertising.

This is being followed by an offer on 10-packs until September, offering prizes including Wiis, trampolines and scooters, plus “hotel gifts” at the online teen community Habbo.

Caroline Philiponnet-Bethell, CCE’s cross-franchise controller, said: “By offering targeted prizes, which we know will appeal to our core consumers, we aim to drive consumption throughout the summer and offer retailers a chance to boost sales in the profitable back-to-school period.”??




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