2013 IAB Awards | Brand Destination Site Winner
Cocktail Revolution HQ
Agency: GPY&R Australia
Client: Schweppes Australia
The Problem
Schweppes wanted to raise awareness and drive sales for its mixer products amongst a younger demographic for whom mixing and making drinks at home was not part of their usual drinking behaviour.
The Solution
GPY&R set out to rejuvenate the cocktail making experience by creating a ‘Cocktail Revolution’ to break the cycle of ‘safer’ beer and wine drinking and encourage creativity through making bespoke drinks at home. To make the campaign authentic and relevant to the target audience, partnerships were formed with three of Australia’s hippest lifestyle publishers, Vice, Broadsheet and Everguide, to create a program of inspirational video content, recipes and practical advice for mixing at home with friends. This was bought together at www.cocktailrevolution.com.au which was promoted and supported by TV, Facebook, Twitter, billboards and YouTube.
The Results
Results surpassed both client and the agency expectations, with the judging panel noting that it was a great example of “consistent story telling from start to finish that was well executed from every aspect.” Sales of Schweppes Mixers range increased 8.8% year-on-year, equating to a dollar value of $130 million. Since launch, Cocktail HQ has recorded an average of 40,000 monthly unique visitors. The revolution also helped to rejuvenate Schweppes’ overall digital presence with more than 30,000 Facebook Fans joining since the launch of the campaign.
