Schweppes has been redesigned for the first time in 10 years with revamped identity and packaging by Design Bridge for a fee of over £100 000.
The brand will be relaunched on-shelf from November as Schweppes attempts to attract a new generation of drinkers to the product and re-enforce the brand’s saliency with loyal consumers, says a Coca-Cola Great Britain spokeswoman.
Designs will be extended across nine variants in the range. These are Soda, Russian, Tonic (standard and slimline), Tonic with a zest of lemon (standard and slimline), Bitter Lemon (standard and slimline) and Ginger Ale.
‘Since we acquired Schweppes from Cadbury Schweppes in 1999 we have worked on repositioning it. The brand had suffered from neglect and had been used as a bit of a cash cow for other brands. We want to bring Schweppes back to its rightful position as a contemporary classic brand,’ says the spokeswoman.
The Schweppes yellow, first introduced in 1991, has been strengthened across the range and further brand equities have been introduced. Silver has been added as a background colour to reinforce the feeling of a premium quality brand and the fountain device is now more prominent.
Design Bridge was appointed in December without a pitch after it was approached by the company.