2016 Winners & Shortlists

Brief Explanation

The target audience are adults from the age of 25 years to 30, males and females that are culture progressive, like to pursue life of quality, appreciate the finer things in life, who would enjoy the taste of Schweppes's products and flavors of Tangerine, Apple and Oranges to name a few. Schweppes’ position in the market is that it’s the only CSD that contains fruit pulps, as well as it is the world's oldest. It has maintained this position across the years by sheer product differentiation yet after the silence of 30 years we needed to solidify that differentiated positioning.

The Brief

The brief was to bring Schweppes back on track after 30 years of silence while keeping in mind that the Schweppes is the world’s oldest drink and at some point 30 years ago it was deeply rooted in Egyptians’ minds & hearts. How to win their hearts and capture their minds was the challenge without alienating the older audience who loved Schweppes regardless and would act as brand ambassadors.

How the final design was conceived

We handcrafted calligraphy that stems from the fabric of the English logo & used the modern yet mysterious looking ornaments on black background to give a sense of mystery; by that mixture we were able to combine the heritage with a modern twist. We used this icon across all communication touch points including the ending of the TVC. We sketched it on papers from scratch and then digitized it to be able place it in different media vehicles.

Indication of how successful the outcome was in the market

The design aided in bringing the brand back to life, maintained its heritage yet with a modern look to appeal to the target audience. We used this design in every communication touch point which resulted in creating a unique visual identity that can’t be missed and added the sense of mystery. The revival campaign was a success and even exceeded every expectations in terms of sales with a staggering 264% from the previous year, 400,000 samples was distributed, and exceeded targets by 15% with over 8.1 Million unit the target audience of the campaign immediately related to the campaign and instantly had a straight effect on sales.