How do you give a brand with more than two centuries of history a new expression without changing what makes it recognizable? Schweppes found the answer in its own heritage. The new brand platform Surely It’s Schweppes, developed by creative agency Kerfuffle, aims to remind Australian consumers of the brand’s character, which has been associated with sophistication and confidence since its beginnings.
At the heart of the campaign is the idea that choosing a slightly more sophisticated drink does not require a special occasion. What was once reserved for the aristocracy is now available during an ordinary shopping trip. It is precisely this contrast between historical prestige and everyday accessibility that forms the basis of Schweppes’ new positioning.
The story begins in 1783, when German-Swiss watchmaker Jacob Schweppe developed a process that enabled the production of carbonated water in larger quantities. His beverage soon found its way into royal and aristocratic circles. That history now serves as the starting point for communication that aims to retain a sense of exclusivity while presenting it in a more accessible and entertaining way.
Sarah Wilcox, Head of Non-Alcoholic Beverages at Asahi Beverages, explains that the goal was to give a new expression to the confidence that has always been part of the brand’s identity. According to her, the new platform should feel sophisticated and unmistakably recognizable as Schweppes, while also maintaining a sense of humor.
Agency Kerfuffle therefore did not start from the need to reinvent the brand, but from the question of which of its existing elements were strong enough to be brought back into focus.
Hugh Gurney and Joe Sibley, Executive Creative Directors at the agency, point out that they found inspiration in the history, distinctiveness and character of Schweppes. Their intention was to bring more of those qualities back into its communication and change the way Australian consumers think about the brand.
The campaign was directed and photographed by Sarah Adamson, with production by Photoplay. The integrated campaign begins rolling out nationally during the week of November 9.
Rather than building an entirely new identity, Surely It’s Schweppes uses the brand’s existing value as the foundation for its contemporary communication. For Schweppes, this is an attempt to ensure that its history is not merely a fact about its founding year, but a reason for consumers to view its offering differently today.
