Coca-Cola prepares to refresh Schweppes brand

by Nicola Clark, Marketing 01-Aug-06, 08:30

LONDON - Coca-Cola has pledged to make Schweppes a masterbrand and is set to launch more products, backed by a multimillion-pound advertising campaign.

Coca-Cola marketing director Cathryn Sleight said the investment marked the "rebirth of the Schweppes brand" following its acquisition by the soft-drinks giant six years ago.

As part of the activity, a range of premium flavoured carbonated drinks called Straight Cut Schweppes will be rolled out to the on-trade, targeting the increasing number of bar-hoppers who prefer non-alcoholic beverages. Other launches planned to coincide with the campaign will include Schweppes tonic waters with a hint of juniper and "super-fruit" pomegranate.

Coca-Cola has been working with leading designers and style bars to develop a range of Schweppes-branded barwear, and has already showcased the products at trade shows.

The relaunch will be supported by a substantial TV and cinema campaign, created by Mother, which won the account earlier this year.

Coca-Cola's investment in the brand is likely to intensify competition with rival Britvic in the traditionally low-investment mixers market.

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