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IMCToolkitCharacterRequired8THFebruary,2017Classified-ConfidentialClassified-Confidential01.StrategyBusinessbackgroundBusinessobjectivesOpportunitiesBrand&Producttruths02.TheIdeaCreativeplatform03.ConnectionsrecommendationsInsightsguidingourConnectionsConnectionstrategyTheSchweppesconnectionstrategyThe4pillartest05.Print06.Keycontact07.Back-upCaucasianversionsPan-AfricanversionsAlternativesotsPOD’s04.FilmCaucasianTVCPan-AfricanTVCSuggestionsformarketsVisualIDEndframesMusicrightsTalentrightsClassified-ConfidentialDeclinesinawareness,trialandoverallperformance.Squeezedbetweenprivatelabelsandpremiumbrands.Lackofsustainedinvestment,consistentadvertisingandcompellingbrandstoryacrossmarkets.Classified-Confidential01StrategyDrivereappraisalandincreaserecruitmentagainstyoungeradultaudience:30-49.Classified-Confidential01StrategyLeverageSchweppesproducttruthswithitsbrandvaluesofselfassurance,resourcefulnessandsophistication.MakeSchweppestheAdultbeverageofchoiceawayfromhome(eveningsocialoccasion).01StrategyClassified-ConfidentialIncreaserecruitmentofayoungeradultaudience.Drivedesirabilitybyleveragingourbrand&producttruths.Restorethetimelessiconicityofthebrand.01StrategyClassified-ConfidentialPRODUCTTRUTHSBRANDVALUESSharpeffervescencePerfectlyBalancedTasteAdultPalateTHESCHWEPPESCHARACTERDistinctSelf-assuredWittyTimelessoriginal02.TheIdeaClassified-ConfidentialClassified-Confidential02TheIdeaCCITHEROLEOFTHEBRANDORBRANDPOVTHECONVERSATIONTHESTORYTELLERSLifepreparesyoutoappreciatethecharacterofSchweppes.AppreciationforthesharpandtinglytasteofSchweppescomeswithexperience.Thevalueofexperience.Whatistrulystrongcharacter.Howdoyouknowyou’rereadyforSchweppes?Schweppesheritage.Peoplewhohavelearntformexperience,entrepreneurs,trulyglobalpeople,risk-takers,bartenders,mixologists,waiters,bar/clubowners…NoteveryoneisreadytoappreciatethetasteofSchweppes.It’snotamatterofage,genderorsocioeconomicstatus.It’saquestionofhavingforgedthecharacterthankstotheexperiencestheyhavelived.Wecallthem,Amateurs…LetusintroduceyoutoTheSchweppesSocialClub,aspecialplacewhereamateursarewelcometojoinoncetheyarereadytoappreciatetheintenseanduniquetasteofSchweppes.Weareexpectingyou…TheSchweppesSocialClub02TheIdeaInclusive:Wedon’tleaveanybodybehind.Wejustwaitforthemtobereadytoenjoythesharp,tinglytasteofSchweppes.Welcoming:EveryoneisinvitedtoenjoywhatSchweppeshastooffer.Unique:Butontheotherhandtherewillonlybepeoplelikeyou.Easytojoin:Themomentyoustopbeingaamateur,youarein.Character:Everymemberisdifferent,butallsharetheloveforthesharpandtinglytasteofSchweppes.WhatisTheSchweppesSocialClublike?Classified-Confidential03.ConnectionsRecommendationsClassified-Confidential03ConnectionsClassified-ConfidentialCONSUMERINSIGHTS1.Havemoneyanddesirebutlackingtimeandinspiration.2.Lookingfornewexperiencesanddrinks.3.Readingcuratedlistsforinspiration.4.Followingcuratorsofexperience.CONNECTIONINSIGHTS1.TVisstillking–thoughmultiscreeningisthenewnorm.2.Theyareconnectorsandcuratorsofcontent;theyarenotcreators.3.FacebookusagesignificantlyhigherthanInstagram/Snapchat.4.Seekingutilityondigital.CATEGORYINSIGHTS1.Mixerbrandsare‘wallpaper’–consumersaskfor‘ginandtonic’not‘ginandSchweppes’.2.FeverTree(andsmallerbrands)appearmoremeaningfulbysignallingpremiumordistinctiveness.3.GrowingromancewithGIN(e.g.craftGin,localGinsetc).4.Womenareanincreasinglylargersegment–redefiningcategoryconsumptionnorms.INSIGHTSSummary:RedefineSchweppesbybuildingmeaningandequitybehindtheCHARACTERREQUIREDmessagebyleveragingbothmassmediatodeliverthestoryanddigital/socialtobuildaroleforthebrand(inspirationandutility).InsightsguidingourConnectionsUtilityanddigitaldonotneedtobecapitalized.03ConnectionsClassified-ConfidentialIn2017,wewillget30-49yotoreappraiseSchweppesbyestablishingthatbeingaSchweppesdrinkerneedscharacter,invitingthemintotheSchweppesSocialClubandrewardingthemwithSchweppesrealandvirtualexperiences.ConnectionsStrategy03ConnectionsClassified-ConfidentialTheSchweppesConnectionsStrategy03ConnectionsClassified-Confidential15EXPERIENCECONVERSATIONCONTENTM1M3M5M7M9M11M2M4M6M8M10M12PRESENCETV•Presencestarts3weeksbeforepersonalizetoallowforwear-in•Persuadestartswithpresence•Alwayson:search+facebookPERSONALIZEPERSUADEBARS03ConnectionsClassified-ConfidentialTHE4pillartestSOCIAL@HEART70-20-10OESPNODEADENDSSchweppesSocialClubandSchweppesrealworldeventsgenerateWOMandadvocacy70:Massmedia20:Horeca+ambassadorprogramme10:LocalisedfbpagesOwned:SchweppesSocialClubEarned:Webconversation;contentsyndicationsShared:BartendersPaid:MassmediaAllplatformsconnectedviamobile(socialandcontent)The4pillartest04.FilmClassified-ConfidentialClassified-ConfidentialClassified-ConfidentialThenewSchweppescampaigntakesusthroughtheuniqueworldofSchweppes.ThemainexecutionsofthecampaignshowsusdifferenthumoroussituationswhereamateursareclearlydemonstratingthattheyarenotreadyforappreciatingtheintensetasteofaSchweppesyet.Thesituationsconveythreedifferenttopics:Love,workplaceandlifestyl