Born social is the most emblematic global movement of the Schweppes brand
Part of human nature, socialization was stifled by the Covid-19 pandemic. From work to birthday parties, people have resigned themselves to long-distance meetings during quarantine. We see a perspective where, often, comfort seems to be the most obvious choice, observes Ted Ketterer, marketing director at Coca-Cola Brazil, who in an interview with propmark reveals the new global communication strategy of the Schweppes brand, 240 years ago. Marketplace. Along with this historical milestone, we introduced a new concept embraced by the Born social signature, starting from a sensitive look at human nature, explains Ketterer. Versatility, irreverence, authenticity, innovation, originality and brand experience are among the brand’s main characteristics, today explored in campaigns created by the WPP group around the world.
D to claim that Schweppes is the oldest soft drink in the world?
Schweppes was created by Johann Jacob Schweppes, a watchmaker and curious scientist, in Switzerland, in 1783. History shows that he was a pioneer in water carbonation experiments and, therefore, it is possible, yes, to say that Schweppes is among the oldest carbonated drinks on the market.
When was the brand acquired by Coca-Cola?
In 1999, The Coca-Cola Company acquired Schweppes, incorporating it into its portfolio. Currently, it is a global brand and is present in almost all countries where the multinational operates in the world.
When did you arrive in Brazil?
The brand has been available in Brazil since 1999, being manufactured from there to here by The Coca-Cola Company and distributed in partnership with its franchisees in the country. Even after so many years, the brand remains fresh, refined and invigorated, in a premium, playful and provocative expression for every moment.
How many points of sale is the brand in the national market?
Currently, the Schweppes brand is available throughout Brazil, in more than 270 thousand physical stores, carefully selected and distributed in different regions of the country. Furthermore, our diverse portfolio is also present on digital channels, food aggregator apps and e-commerce sites, a convenient way to meet people’s needs when they search for our products.
Does Schweppes have a factory on Brazilian soil?
Yes, national production occurs through the Coca-Cola Brazil System, which is made up of seven groups of franchised manufacturers in each region. They are: Andina, Bandeirantes, Brasal, Femsa, Solar, Sorocaba and Uberlndia.
What is the brand positioning?
Schweppes is the leader in the segment of flavored soft drinks preferred by adults and mixers in Brazil, offering a portfolio with countless solutions to serve the public in moments of socialization in straight consumption or combined with a cocktail.
How did the drink endear itself to Brazilians?
Schweppes Citrus was one of the first flavors to become popular in the country. Currently, we have taken advantage of all the knowledge acquired in the brand’s 240 years of history to also reinforce the tonics segment, which is part of the Schweppes tradition and is proving to be a very promising market. Last year, we presented new proposals for innovative techniques, connected with the brand’s refined and premium DNA, with the aim of meeting the needs of today’s consumer.
What is the focus of growth?
One of the brand’s pillars and major bet is, through portfolio expansion, to reinforce the brand’s solid presence and authority in mixology, maintaining its positioning as an adult and premium beverage.
When did the brand start to operate in the drinks segment?
Tonic has always been an essential ingredient in mixology, especially in classic cocktails like Gin Tnica. Its bubbly characteristic and the perfect balance between sweet and bitter flavors complement different alcoholic and non-alcoholic drink options, a trend among new generations. The brand’s complete portfolio allows it to offer options for those who prefer to consume the product pure, those who opt for a convenient ready-made drink, or those looking for more flexibility and creative stimulation, since the different mixer options allow people to experiment with countless possibilities of refreshing and tasty combinations.
Here’s to character (2020), Character required (2018), What do you expect? (2018) and Drink different (2017) are some of the brand’s slogans. What is the message conveyed?
Schweppes campaigns have always been iconic and, in advertising, we want to highlight versatility on social occasions, portraying moments of celebration and reinforcing that Schweppes is the appropriate choice. Associated with this entire innovative context, this year, we presented a new communication aligned with the global Born social platform, which offers experiences and challenges people to break down barriers, try new things and experience different connections. This is the brand’s most emblematic global movement, which encourages consumers to reinvent the occasion for socializing, contributing with a young and disruptive perspective. We want to promote unique connections and experiences that become memorable moments with Schweppes.
The brand has already had advertising campaigns starring Nicole Kidman (2009-2010), Uma Thurman (2010-2013) and Penelope Cruz (2014-2016). Today, what are the names associated with the product?
We believe that the brand’s proximity to reality and the context in which people are inserted is fundamental. Therefore, we work with relevant influencers in the country, carefully choosing the names that most connect with the brand’s personality, irreverence, authenticity and lifestyle. Over the last year, we have had the pleasure of counting on great talents as ambassadors and, recently, we have also partnered with mixologists such as Steph Marinkovic, who represents the brand’s expert look at the universe of mixology.
What are the most recent actions?
The brand has been increasingly closer to consumers through the media, sponsorship of events and also through the promotion of experiences at points of sale. In addition to innovations, such as the launch of lemon-flavored Schweppes at the end of last year; and the new Schweppes Tnica Ros, red fruit flavor, the brand was also present at the Rio de Janeiro Carnival, events in the gacha mountains, and was at Taste and The Town, in So Paulo.
What characteristics define the attributes used in brand communication?
The year 2023 is very important for the history of Schweppes, as the brand celebrates its 240th anniversary. Along with this historic milestone, we introduced a new concept of communication embraced by the Born social signature, starting from a sensitive look at human nature. Socializing is essential in life. Despite this, especially after the Covid-19 pandemic, and with the latest trends, we see a perspective where, often, comfort seems to be the most obvious choice. Therefore, the entire communication campaign was designed as a true invitation for people to leave their comfort zone and experience socialization to its fullest potential, living experiences that allow them to express their social nature. To do this, we use all the originality and innovative DNA of the brand as a starting point. Producing new flavors and continuing to be a trend setter in the category is part of our objective, and hence comes innovation. It is this innovative nonconformity of Schweppes that has always kept it current and allowed the brand to connect with different generations over the last few decades. Bringing revolutionary products to the tonics market, such as our newest bet, Schweppes Tnica Ros, is part of building the brand’s future. Schweppes’ proposal for this year is a journey through time, presenting classic, modern and exclusive recipes, made by renowned mixologists, so that everyone can enjoy bicentennial flavors, going through different eras. After all, in these 240 years of history, the brand has consolidated its position in the tonics market globally with the aim of combining authority, innovation and a strong pillar of brand experience for consumers.
Read the full interview in the October 16, 2023 edition
