Schweppes challenged N2O to help regain their title as the mixers of choice through an in-person experience that took consumers on a taste exploration journey set against the backdrop of the Taste of London festival.
Our objectives were to leverage an inclusive activation to appeal to multiple consumers while driving brand relevance with the target audience of 18–30-year-olds. The secondary goal was raising consumer purchase intent following a positive experience.
Research showed that post-pandemic drinkers viewed mixers as 'fuss', not 'fun.' Our brief was to change their perception of this using Schweppes as the basis for an exciting, sensory cocktail creation experience focused on turning younger consumers from sceptics into fans.
We activated at the festival over five days with a strategy designed on discovery. We aimed to celebrate people's love of cocktail making, regardless of their experience level. We reconnected them, building their confidence with cocktail masterclasses and bringing flavour to life.
The activation featured a Schweppes bar full of branded cocktail-making equipment, master mixologists, Liquid Chefs - our partner of choice, who we briefed to create the cocktails - and sensorial cocktail pods playfully dubbed the 'Bubbly Booths of Discovery.' Each pod was themed around four Schweppes Unique Summer Serves cocktails; Pink Twice, Peas of Mind, Hops & Bitters, and Bitter Chilli. We wanted the pods to be larger than life and fully immersive to drive the enjoyment and uniqueness of the experience, so consumers were more likely to share online. In addition, the innovative cocktail recipes provided a platform for friends to get stuck in together and throw out the rules of what ingredients should pair with what.
Bright pops of colour decorated the stand while bold red chillies, delicate pea pods, juicy cranberries and a luscious grapefruit tree adorned the themed pods. We paid attention to every visual detail to ensure plenty of eye-catching photo opportunities for consumers.