TIME FOR A SHIFT
Repositioning Schweppes as an accessible premium brand
Target Market
The Young Cosmopolitan
Demographic Factors: Gen Z/Millennials are the driving force behind the sparkling water industry AS the 25-34 age group is more likely to consume sparkling water, followed by the 18-24 age group
BEHAVIOR FACTORS: Have some discretionary income, love going out with friends, have a reverence for the wisdom of older generations
Psychographic Factors: Committed to having meaningful careers, often do creative work, have a finger on the pulse of pop culture, open to spirituality over organized religion
The gift of age brings with it the gift of wisdom.
BRAND AMBASSADORS: FUN, COOL, 'SAME FLAMBOYANT STYLE, YET GENERATIONS APART'
IRIS APFEL + CAROLINE VAZZANA
ART DIRECTION
Lawren Elderkin + Marie Sophie Baier
COPYWRITING
Kiah Kimpton
STRATEGY
Madheline Almanzar + Matt Ferrer + Danica Johnson