Title	THE MAKERS OF TODAY
Brand	ORANGINA SCHWEPPES INTERNATIONAL
Product/Service	SCHWEPPES
Category	A09. Original Branded Digital or Social media
Entrant Company	XXS Schiphol, THE NETHERLANDS
Contributing Company	XXS Schiphol, THE NETHERLANDS
Contributing Company 2	MASSIVE MUSIC Amsterdam, THE NETHERLANDS
Production Company	100% HALAL Amsterdam, THE NETHERLANDS

Name	Company	Position
Remy Kurpershoek	Xxs Amsterdam	Executive Creative Director
Hans Van Nood	Xxs Amsterdam	Executive Creative Director
Jose Evers	Xxs Amsterdam	Strategy Director
Daniel Kok	Xxs Amsterdam	Client Service Director
Nigel Hassall	Xxs Amsterdam	International Account Director
Andreas Pasvantis	Halal	Director
Roel Oude Nijhuis	Halal	Executive Producer
Daniel Bouquet	Melting Pot Agency	Director Of Photography
Brian Ent	Kapsalon Editing/Hardcuts	Offline Editor
Laurens Orij	Crabsalad	Post Production
Erika Vocking	Iamerika	Producer
Rikke Jelier	Jelier/Schaaf	Production Designer
Cris Kos	Massive Music	Head Of Production
J.a.w. Brouwer/S. De Vries	Massive Music	Composer
Michael Sauvage	Sauvage Sound	Sound Engineer
Thijs Klaassen	The Ambassadors	Producer

The Campaign

Schweppes has always been an iconic brand. However in recent years the premium soft drink saw its market share decline. It had lost relevance and had become disconnected with its audience.The challenge was to revive the brand and show its relevance in today’s world. For this we turned to its essence: Founder Jacob Schweppe was an inventor, a maker. Leaving his mark by being the first to create carbonated water back in 1783. So we reached out to modern day makers in every step of the campaign. Following the ways in which they leave their marks. We started by shooting short documentaries portraying the stories of three distinct makers. From mixologist Cristian Pineda, to fashion designer Paloma Lana. We followed the ways in which these makers found ways to leave their mark. This documentary content formed the base for both the TV commercial and print. In addition, the makers we followed created surprising recipes using Schweppes. Schweppes is the first in its kind to position itself as a true maker brand by leveraging different makers. Since this approach both brand awareness and sales are scoring far above country targets, showing we’ve started to successfully reconnect with our audience.

By connecting the brand with this current day maker mentality, we made it a brand people all over can identify with again. Even though the campaign has only been running for a short period, the results are already significant. Recognition and brand link are scoring far above country norms, sales have increased over an average of 7% across the European market. And social interactions are through the roof with a 300% increase in page-likes. Indicating we have started to successfully reconnect with our audience again. And this is only the beginning. With plans for follow-up documentaries, pop-up shops and an incubator for creative talent, Schweppes continues to explore new ways of inspiring the makers of today.

Different from more traditional advertising campaigns, the new pan-European Schweppes branding campaign is one that was created from a different perspective on content. Instead of starting off with a complete above the line communication series for TV, Print and Outdoor, we started with the heart of the campaign idea and built the campaign up from there. For a campaign that centers around the current day maker movement, we convinced Schweppes that a series of beautifully crafted mini-documentaires should be at the core of the campaign. These documentaries were shot with minimal to no branding at all. Footage from the documentaries then doubled as material used in the through the line communication. As a bonus, the makers starring in the documentaries, went ahead and produced Schweppes inspired recipes that provided us with relevant content that we could share on social media and that was welcomed by Schweppes fans throughout the continent.