Nouvelle campagne de communication Schweppes réalisée par BETC

Il y a de l’inclassable dans Schweppes, un mystère jamais totalement élucidé ; jour ou nuit ? soft ou alcool ? Humour ou sophistication ? Le succès de Schweppes vient de cette ambivalence fondamentale : vendre une boisson gazeuse, sans jamais devenir « juste » une boisson gazeuse.

En 2018, la marque reprend la parole en publicité avec une nouvelle plateforme de communication et une nouvelle signature, qui ré-éclaire plus que jamais cette ambivalence. « What Did You Expect? » devient « What Do You Expect? ». Deux lettres changent et un nouveau sens est donné : d’une conclusion qui ferme à un « cliffhanger » qui ouvre ; d’une fausse piste, à une infinité de pistes ; d’un clin d’œil devenu attendu, à une invitation à explorer l’inattendu. Avec cette nouvelle ligne éditoriale, associée à un territoire résolument ancré dans le monde de la nuit et de ses mystères, la marque Schweppes réaffirme sa singularité, à la façon des plus grandes marques premium.

Historiquement, l’ambivalence de Schweppes était incarnée par des égéries. Aujourd’hui avec le « What Do You Expect », c’est l’histoire elle-même qui devient porteuse d’ambivalence, et la bouteille en est le sésame.

Pour marquer ce tournant, BETC a développé une campagne en forme d’invitation.

Une écriture publicitaire inédite, mise en images par le réalisateur Michael Gracey, qui vient de réaliser le long métrage The Greatest Showman avec Hugh Jackman, aussi connu pour les célèbres “RollerBabies” d’evian (record du monde de la publicité la plus vue sur YouTube) ou encore « Dance » de T-Mobile.

« Avec Michael, on s’était amusé à détourner le conte de Cendrillon avec Cillit Bang ‘The Mechanic’, et là on s’est dit qu’on allait revisiter un autre mythe. Parce que si vous regardez bien le film, même blonde platine avec des talons de 12 et une robe à paillettes, c’est bien elle au pays des merveilles de Schweppes : la petite Alice ! », Stéphane Xiberras, Président et Directeur de la Création de BETC Paris.

Diffusion à partir du 15 avril (TV / digital, 45’’/ 30’’/15’’).

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