Schweppes Burst

Kate Smither and Keren Bester

Executive Summary

"It seems to me I am trying to tell you a dream – making a vain attempt, because no relation of a dream can convey the dream-sensation, that co-mingling of absurdity, surprise, and bewilderment in a tremor of struggling revolt, that notion of being captured by the incredible which is of the very essence of dreams."

Joseph Conrad, in Heart of Darkness.

This is a story about Schweppervescence.

It's a story about dreams, and the difficulty of capturing and researching feelings that are hard to describe in words.

A story about how planning helped to define something that seemed indefinable about an iconic brand that was losing relevance – via research that helped people define something they could never have articulated in words.