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,...
