Campaign details
Advertiser: Coca-ColaBrand: SchweppesAgency: Ogilvy São PauloCountry: Brazil
Objectives
Schweppes, a brand that has nightclub as its main point of sales and men as its primary essential target, needed to launch its new global positioning 'Character Required' in Brazil.
To respond to that, we had the following objectives:
- Commercial: increase market share in 1pp and sales in 10% vs previous year, mainly on adult social occasions.
- Marketing: retain and recruit young adults, both men and women, by becoming part of their socialising/alcohol habits and experiences.
- Communication:Build awareness around the...