India, the second-largest spirits market in the world, is experiencing a hyper local-led growth in quick commerce, with digital-first brands currently taking over 50% of the mixer market share, leaving no room for differentiation. Schweppes aimed to leverage the enormous market potential for mixers by creating a ‘weekend evening’ event across digital touch-points to target 350 million young adults aged 25 to 40.
Key objectives of Schweppes Up Your Weekend campaign included:
Establishing a ritual among Gen Z and millennials that associates Schweppes as the ultimate mixer for refreshing beverages during weekend evenings
Recruiting new consumers to Schweppes, fostering long-term customer relationships, and ensuring sustained repeat purchases
Utilizing the year-end festive season and high-traffic events to enhance per capita transaction value through Virtual Combos along with higher-penetrated affinity products
Securing a higher market share across e-commerce platforms by attracting new-to-brand users.
