2016 Winners & Shortlists

Brief Explanation

In the 80’s Schweppes used to sell 30million units compared to an average of 2million units in 2013. The main reason was being silent for 30years. The objectives were clear, revive the brand & re-introduce it to the market targeting adults & young adults as a healthier choice (containing natural fruit pulps). Reviving “The secret” that is deeply rooted in Egyptians’ minds; including the client and the target audience was a challenge. “Hassan Abdin” the celebrity used in the first campaign after passing away it was said “Hassan Abdin passed away with the secret” to that extent Egyptians related to it. We took “The Secret of Schweppes” to a whole new level, two heroes instead of one to create a twist that would appeal due to the contrasted characters. More locations and variety of scenery were shot to showcase that our heroes traveled the world relentlessly searching for the secret.

The Campaign

Schweppes, wanted to revive the brand. The challenge was how to revive the brand after 30 years of silence! The objective was to bring Schweppes back to its glory, make it a top of mind. Our strategy was to revive “the secret of Schweppes” again! A campaign that was launched 30 years ago and was the talk of town but this time it there has to be a modern twist to resonate and appeal to the modern audience. The campaign kicked off with a movie trailer, showcasing our new heroes experiencing new adventures in different terrains and locations from sea, jungle and snow in search of the secret again, followed by a series of adventures in search of the secret. Apart from the online version, we even did vignettes for digital platforms and an on-ground activation to complement the campaign across different mediums. The results was 264% increase in sales.

Creative Execution

The campaign implementation initiated by launching outdoors across Egypt announcing the launch of Schweppes new bottles and flavors, soon after, we launched the “Secret of Schweppes” extrinsic campaign outdoors, showcasing the iconic slogan and our new two heroes then we launched the 60 second copy which was in the form of a movie trailer showcasing our journey across several terrains and our heroes experiencing more adventures, the commercial was aired through several TV stations as well as in cinemas, then we began the huge sampling and activation campaign which in which samples were distributed, this paved the way for another two copies in a snowy and Forrest location, to further emphasize the notion of searching for the secret, finally we launched an online film that presented the whole campaign as a sort of reminder to the audience of our journey of the secret that would never be revealed.

The revival campaign was a success and even exceeded every expectations in terms of sales with a staggering 298% from the previous year, as well as 12.5 million unit cases in physical sales, moreover the campaign exceeded the target that was originally set by 15%, over and above, throughout the campaign over 400,000 samples were distributed among target audience and hence, target audience around the country immediately related to the campaign and instantly had a straight effect on sales.