25 April 2007
'Schweppes' Announces The Launch Of 'Straightcut' - A New Adult Soft Drink
Anticipating growth in the adult soft drink sector 'Schweppes' will launch 'Straightcut' this May, the definitive sparkling beverage designed for adult palates and lifestyles.
'Straightcut' is the brand's latest demonstration of its 'know how' (in the world of drinking and innovation) and has identified the growing interest in the adult soft drinking sector. Currently 30-somethings make up the largest consumer group in the drinks sector with 30-39 year olds consuming a total of 1266 billion drinks per annum, the most of any age group.
The introduction of 'Straightcut' has anticipated this growing trend and consumer need for an adult targeted soft drink that is specially created to appeal in terms of taste and positioning. 'Schweppes' proposition, 'Straightcut', is based around the concept of creating a refreshing alternative drink for adults. It has real fruit content and no artificial colours or flavours and features adult focused branding and communication. This offers a solution to a clear gap in the adult soft drinks market, with 'Schweppes' innovating and leading a new category that has grown a staggering 87% over the last 4 years.
The product will be launched initially in 4 adult variants: Regular and Slimline Lemon, Slimline Grapefruit & Mandarin and Regular Pomegranate & Blueberry. This flavour range supports insight indicating that adults have a preference for citrus flavoured drinks and research conducted that shows that adults consume 9 out of 10 grapefruit drinks.
The adult concept is carried through to the bottle, which uses adult graphics and language. A shrink-sleeved glass bottle will be available in licensed for both a premium feel and standout.
The launch will be supported by a broadcast (TV and radio) campaign that follows on from last year's re-launch ATL campaign and continues to position the brand in a contemporary and relevant way for today's 30-somethings. Further flavours and limited edition products will be launched later in the year and beyond.
* Source: TNS Worldpanel Usage - Annual to end November 2005
Notes to Editors:
'Schweppes' heritage dates back to the 1700s when Jacob Schweppe was credited with perfecting his process for manufacturing the world's first carbonated beverage, mineral water.
In 1783, Schweppe patented his special process for carbonating water, thus J. Schweppe & Company was born. Schweppe's true stroke of genius came from his development of a bottle that could retain the carbonation. This started the soft drinks business.
As the British Empire grew, so did 'Schweppes'. Englishmen, longing for a taste of home, brought 'Schweppes' to distant countries and extended the brand recognition to all corners of the world. 'Schweppes' continued its growth in the midst of two world wars. By the beginning of World War II, Schweppes Ltd. was firmly established as the leading manufacturer of soft drinks in Great Britain.
In 1999, a new logo featuring a distinctive yellow 'Schweppes' banner and flowing bubbles was introduced.
'Schweppes', the Fountain Device, the 196 Graphics, 'Schweppes You Know How' and 'Schweppes Straightcut' are registered trade marks of Atlantic Industries
Research undertaken by The Coca-Cola Company shows that almost two thirds of 'Schweppes' consumers are in their 30's, and the 30 - 39 age group consumes the highest volume of drinks not only in volume terms but in variety and number of drinking occasions. 64% of Schweppes' brand volume is consumed by adults over 30.
1.25 litre bottles will be available in multiple retailers and 330ml shrink-sleeved glass and 375ml PET instant consumption packs will be available in licensed.
'Straightcut' is the brand's latest demonstration of its 'know how' (in the world of drinking and innovation) and has identified the growing interest in the adult soft drinking sector. Currently 30-somethings make up the largest consumer group in the drinks sector with 30-39 year olds consuming a total of 1266 billion drinks per annum, the most of any age group.
The introduction of 'Straightcut' has anticipated this growing trend and consumer need for an adult targeted soft drink that is specially created to appeal in terms of taste and positioning. 'Schweppes' proposition, 'Straightcut', is based around the concept of creating a refreshing alternative drink for adults. It has real fruit content and no artificial colours or flavours and features adult focused branding and communication. This offers a solution to a clear gap in the adult soft drinks market, with 'Schweppes' innovating and leading a new category that has grown a staggering 87% over the last 4 years.
The product will be launched initially in 4 adult variants: Regular and Slimline Lemon, Slimline Grapefruit & Mandarin and Regular Pomegranate & Blueberry. This flavour range supports insight indicating that adults have a preference for citrus flavoured drinks and research conducted that shows that adults consume 9 out of 10 grapefruit drinks.
The adult concept is carried through to the bottle, which uses adult graphics and language. A shrink-sleeved glass bottle will be available in licensed for both a premium feel and standout.
The launch will be supported by a broadcast (TV and radio) campaign that follows on from last year's re-launch ATL campaign and continues to position the brand in a contemporary and relevant way for today's 30-somethings. Further flavours and limited edition products will be launched later in the year and beyond.
* Source: TNS Worldpanel Usage - Annual to end November 2005
Notes to Editors:
'Schweppes' heritage dates back to the 1700s when Jacob Schweppe was credited with perfecting his process for manufacturing the world's first carbonated beverage, mineral water.
In 1783, Schweppe patented his special process for carbonating water, thus J. Schweppe & Company was born. Schweppe's true stroke of genius came from his development of a bottle that could retain the carbonation. This started the soft drinks business.
As the British Empire grew, so did 'Schweppes'. Englishmen, longing for a taste of home, brought 'Schweppes' to distant countries and extended the brand recognition to all corners of the world. 'Schweppes' continued its growth in the midst of two world wars. By the beginning of World War II, Schweppes Ltd. was firmly established as the leading manufacturer of soft drinks in Great Britain.
In 1999, a new logo featuring a distinctive yellow 'Schweppes' banner and flowing bubbles was introduced.
'Schweppes', the Fountain Device, the 196 Graphics, 'Schweppes You Know How' and 'Schweppes Straightcut' are registered trade marks of Atlantic Industries
Research undertaken by The Coca-Cola Company shows that almost two thirds of 'Schweppes' consumers are in their 30's, and the 30 - 39 age group consumes the highest volume of drinks not only in volume terms but in variety and number of drinking occasions. 64% of Schweppes' brand volume is consumed by adults over 30.
1.25 litre bottles will be available in multiple retailers and 330ml shrink-sleeved glass and 375ml PET instant consumption packs will be available in licensed.
