Consumer Research: Schweppes AWS
Consumer Research: Schweppes Schweppes Ginger Ale launched an OOH campaign to position the product as the drink of summer. The mnemonic SCH device was used to maximize brand recall. Visually, the product was shown splashing into bubbly ginger ale to send a strong signal of refreshment on those hot summer days. Media Agency: Mindshare Creative Agency: DentsuBos Montreal Year: 2017
Research Sample • • •
400 Adults 18-64 Purchased soft drinks in the past 3 months Market: Toronto, Vancouver
Main Message Key Feedback Clear brand message driving name recall and the word ‘refresching’.
56% 39%
• of consumers loved the campaign
45% 35% Results Results
87%
• strongly agree that the advertising increased their purchase intent
• of the respondents stated that the message registered with them
88% 97%
• of the respondents stated that the brand registered with them
Consumer Comments on Main Message “It’s refreshing” “Buy Schweppes, it’s refreshing”
“Drink Schweppes Ginger Ale”
“Buy Schweppes soft drinks” Source: BrandSpark Consumer Panel 2017
Research Sample • • •
400 Adults 18-64 Purchased soft drinks in the past 3 months Market: Toronto, Vancouver
Main Message Key Feedback Clear brand message driving name recall and the word ‘refresching’.
56% 39%
• of consumers loved the campaign
45% 35% Results Results
87%
• strongly agree that the advertising increased their purchase intent
• of the respondents stated that the message registered with them
88% 97%
• of the respondents stated that the brand registered with them
Consumer Comments on Main Message “It’s refreshing” “Buy Schweppes, it’s refreshing”
“Drink Schweppes Ginger Ale”
“Buy Schweppes soft drinks” Source: BrandSpark Consumer Panel 2017
