Schweppes: The Cocktail Revolution
Agency: George Patterson Y&R
Advertiser: Schweppes
Authors: Tom Dingand and Michael Hyde
Total Campaign Expenditure:$2 – 5 million
Executive Summary
With their Cocktail Revolution campaign, Schweppes have reinvented mixed drinks for the Jamie Oliver generation.
By championing creative drinking over 'boring beer and wine' and through a combination of ATL media, path-to-purchase activity, and a ground-breaking 500 page website, the campaign delivered the following results:
- Double-digit growth for the entire mixing category (when it was previously stagnating)
- 14.8% YOY growth in sales during the campaign period (versus 1% pre-campaign)
- Sustained growth following...