SCHWEPPES SLIM CANS by Fred & Farid Paris for Schweppes

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SCHWEPPES SLIM CANS

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Industry Soft Drinks, Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency Fred & Farid Paris
Creative Director Fred Oliveira
Copywriter Frederic Raillard, Farid Mokart
Released March 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: ORANGINA - SCHWEPPES
Product/Service: SCHWEPPES
Agency: FRED & FARID PARIS
Date of First Appearance: Mar 24 2010
Entrant Company: FRED & FARID PARIS, FRANCE
Creative Director: Fred and Farid (FRED & FARID PARIS)
Copywriter: Frederic Raillard/Farid Mokart (FRED & FARID PARIS)
Art Directors: Eric Landowski (FRED & FARID PARIS)
Media placement: Slim Cans - Supermarkets/Monoprix - 27 Mars 2010
Media placement: Slim Cans - Night Club: Palais M/ La Casbah/Le Rex Club/ BIZEN..... - 24 Mars 2010

Describe the brief from the client
Schweppes is a brand that had recently recreate a whole brand universe and that launched a new print copy (2 years ago). Indeed, the target of the night -the clubbers- represents 25% of the market. So, as the leader of the adults soft drinks market, Schweppes had to adapt its communication to be specific for this special market.

Describe the challenges and key objectives
The idea of the slim cans comes from two objectives :
-to penetrate the world of the night
-to illustrate the Schweppes signature "creators of savours"

In addition to the obvious challenge of differentiating from the competitors, the main challenge was to create a whole universe that would fit the Schweppes positioning and to not cannibalize the creation and universe of the advertising campaign.

Describe how you arrived at the final design
The starting point was that each flavour leaves a different feeling in the mouth, so the design of the cans should express this sensation. Each design is composed of basic geometrical forms, like an explosion. The background is white to play with the night codes. And it has been thought of for the clubbers and night birds as the cans are printed with a special ink that reflects the black light.

Give some indication of how successful the outcome was in the market
As the objective was mainly considered in term of image there is not lots of data to illustrate the success. But the slim cans have been supplied in more than 150 premium night clubs and about 700.000 litres have been sold. More important, the night clubs' managers have a great feeling about this project. They are delighted by the good image the cans promoted, as to be judged thanks to some quotes: "The design is really original, especially for a soft drink. That's more than a can, it's a collector object I'll keep!".