Schweppes Print SCHWEPPES PANTONE ORANGE by Happiness Brussels

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Belgium
Agency Happiness Brussels
Executive Creative Director Peter Ampe, Isabel Peeters, Charlotte Demey
Art Director Ross Mccurrach, Arnaud Bailly
Copywriter Ross Mccurrach, Arnaud Bailly
Photographer Jean Francois De Witte
Account Supervisor Pascal Kemajou
Illustrator Giovanni Pantone
Released September 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: SCHWEPPES
Chief Creative Officer: Karen Corrigan (Happiness Brussels)
Creative Director: Peter Ampe (Happiness Brussels)
Copywriter: Ross McCurrach/Arnaud Bailly (Happiness Brussels)
Art Director: Ross McCurrach/Arnaud Bailly (Happiness Brussels)
Photographer: Jean-François De Witte
Illustrator: Pantone (Pantone)
Art Buyer: Margot Populaire (Happiness Brussels)
Account Supervisor: Pascal Kemajou (Happiness Brussels)
Account Manager: Emilie Dekeyser (Happiness Brussels)
Executive Creative Director: Isabel Peeters/Peter Ampe (Happiness Brussels)
Media placement: Billboard - Country wide - 16/04/2012
Media placement: Store parking billboards - Country wide - 16/04/2012
Media placement: Activation action - Country wide. - 16/04/2012

Describe the objective of the promotion.
The objective of the promotion was to launch the new Schweppes Orange in a new and different way from other traditional orange-flavoured drinks. In association with colour specialists Pantone, we created and registered a new colour based on the colour of the drink.

Describe how the promotion developed from concept to implementation.
The idea was to make sure that the drink was different from other orange soft drinks, so we came up with the idea to create a personal colour for the drink, that people could appropriate and use it.

Explain why the method of promotion was most relevant to the product or service.
The claim of Schweppes is Unexpected, and the technique and creative idea behind this launch completely fitted the brand ID. The colour was then created as paint and sprays that people could use to colour their homes or objects that they found a bit lacklustre.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results can be found here.

They are being updated in real-time.