Schweppes Australia is going through a rebrand focused on 25-39 year olds, using the new strap line, “The magic is in the mix” in outdoor, TV and print advertising, retail and point of sale and experiential marketing. Schweppes capacity for mixing in cocktails is introduced with the mathematical equation, “1 + 1 = 3″. The Mix Wiki site provides a few clues as to how that might make sense. “How does 1 + 1 = 3? And when does 1 + 1 = 3? Illogical and unlikely perhaps, but sometimes the most magical experiences don’t quite make sense. Well not at first anyway. So 1 + 1 = 3. Or, as the formula is also known in mixing circles – ‘You plus Schweppes equals an incredible mix’.”
Click on the image below to play the video in YouTube (HD)
The rebrand and packaging was overseen by Melbourne design agency DiDonato.
The Magic in the Mix campaign was developed at George Patterson Y&R, Melbourne, by executive creative director Ben Coulson, art director David Ponce De Leon, copywriter Katie Britton, agency producer Luisa Peters, group account director Mat Cummings, account director Elaine Pow.