A mix-off event as a rebrand.
Schweppes had a problem, they was no longer top of mind when it came to cocktails, due to more craft oriented tonic brands that had made headway in the market. At the same time, the gin and tonic wave was at it’s peak. Making the need for both brand awareness and demand extremely necessary. We needed to somehow convince the more quality focused consumer that Schweppes was the original and it didn’t get more crafted than that.
Simply going out and telling clubs bars and the more selective consumer that we are the original, simply wasn’t enough. We needed proof of quality. So to get our tonic back on top shelf, we invited the hottest bars in town to a mix off. Only rule: Schweppes had to be the mixer in every cocktail created. No idea, or process was to creative, weather it was dead sea foam or flame-grilled watermelon with thyme. Bloggers, influencers and celebrities were invited to the Drink Lab and scored each drink. In the end one winner was found after much tasting. A how-to-video of each drink was shared on social media, to inspire people at home.
Drink lab proved a massive success for Schweppes. Not only did it get them back on the mixing shelf of each and every hot spot in town, but it also upped brand recognition in the crowds it set out to influence. The Event is now entering into it’s 4th year growing each year. The Drink Ab formula has since expanded into a Sound Lab, catering to event djs and the club scene as a whole.
Schweppes has as a result of this gotten back on the drinks card, and the top of mind across the consumer board when buying tonic- weather ordering a drink or shopping the ingredients.
Idea & Concept: Martin Nørgaard Furze, John Volmer
Art Director: Martin Nørgaard Furze
Copywriter: John Volmer
Creative Director: Jakob Brunn
Production: Magnus Kristoffersen - Look At Me Now
Director: Martin Nørgaard Furze, John Volmer