BRAND ANALYSIS By Alex Matushik

CONTENTS Title: Page 1 Contents: Page 2 The Beginning Of Schweppes: Pages 3-4 Schweppes Through Until Today: Pages 5-6 The Schweppes Market: Pages 7-8 Advertising – Schweppes Use Of Animals: Page 9 Other Advertisements (Including Slogans): Pages 10-11 The Future For Schweppes: Page 12 Bibliography: Page 13

THE BEGINNING OF SCHWEPPES Schweppes as am individual company has been around for over two hundred and twenty years. The company was first founded in Geneva, Switzerland by Johann Jacob Schweppe a German watchmaker and amateur scientist. His first intentions were to manufacture carbonated mineral water. He later moved to London, England to further develop his business there. Jacob Schweppe became increasingly interested in the ‘medical properties’ that he believed the beverages contained. Schweppes included a range of seltzer and spa waters and was quoted in saying that the carbonated drinks be used for ‘invigorating spirits and exalting the spirits’. The following years showed that many leading European doctors endorsed the using of Schweppes beverages in their medical practices.

Schweppes’ first shop in Dowry Square, London Johann Jacob Schweppe, founder and creator of Schweppes Schweppes’ first shop in Dowry Square, London

SCHWEPPES THROUGH UNTIL TODAY By the beginning of the 19th century Schweppes manufactured a range of round bottom bottles with wire-bound corks. They released this after realizing that the traditional bottles were unstable for storing carbonated beverages. These bottles were known as ‘egg sodas’ and were designed to sit on their side so that the cork continually stayed damp and prevented any of the carbonation to escape. This revolutionized the still developing soft drink industry. The Schweppes fountain which appears in the logo in red, dates back to The Great Exhibition in 1851 at the Crystal Palace in London’s Hyde Park. The fountain was the centre piece attraction of the exhibition being purely made of four tons of glass and was set at a height of twenty seven feet. It was designed to showcase the legendary ‘fountain of youth’ with Schweppes soda water used in the fountain. Today Schweppes is still one of the major soft drink companies. Their products have raised to 40 and are all of high quality, they range from the classic mineral waters and lemonades to the new exotic blends of Argun, Sueno and Ciata.

An ‘Egg Soda’ A Schweppes logo containing the red circle which contains date which it was founded and the fountain from the Great Exhibition The fountain from the Great Exhibition with Schweppes soda water running.

THE SCHWEPPES MARKET The Schweppes market has kept very much the same since the company has existed. As a company, Schweppes aim to see themselves as more ‘sophisticated’ than other soft drink companies such as Pepsi and Coca-Cola. While both of these companies aim their products more at youth, Schweppes do the opposite and aim at the older generations, which is portrayed thoroughly through their advertisements. Also Schweppes aim to advertise to ‘upper classed’ and ‘better off’ people which results for their centuries of history. Schweppes have also expanded their marketing by the inclusion of their own personal invented drinks. These drinks all have an exotic blend of citrus and are called Argun, Sueno and Ciata. Another marketing factor that comes into these drinks is that they are also made to be consumed with different types of alcohol such as gin and tonic or vodka. Schweppes are the sole inventers and distributors of these flavors which have given their overall market a huge boost.

Argun, Sueno and Ciata. The new ‘exotic’ flavours of Schweppes A typical Schweppes ad Argun, Sueno and Ciata. The new ‘exotic’ flavours of Schweppes The use of ‘sophistication’ in a Schweppes ad

ADVERTISING – SCHWEPPES USE OF ANIMALS One of the major advertising techniques used by Schweppes is the use of talking animals. The animals included were elephants, monkeys and also a cheetah which was used as the main character in most ads. These animals used the ‘sophisticated’ style that Schweppes aim to be associated in. They did this by the usage of upper classed ‘posh’ English accents. The main reason Schweppes chose animals that would usually be found in the jungle is to promote the exotic flavours that Schweppes have individually produced. However, Schweppes do us other types of animals not only found in the jungle. The advertisements also contains little bits of humour at the end so that it will stick out in the minds of people all the more. It can also appeal to children to see these animals talking which would seem very outrageous but funny to them. An ad with the use of both the ‘sophisticated’ attitude and the use of an animal

OTHER ADVERTISEMENTS (INCLUDING SLOGANS) Schweppes most recent ad has shown water balloons popping in slow motion. The film was sped up to over ten thousand frames per second to give an amazing picture with no glitches. The ad has nothing to do with the actual advertisement of Schweppes until the last scene when a bottle of Schweppes mineral water appears with it fizzing and the slogan “A moment of Schweppervescence” A Sydney Harbour Bridge advertisement has been included as an advertisement technique for Australian’s especially. It portrayed two architects constructing the bridge which is indicating their long history and again their sophistication since the architects were of a high class. At the end of the ad also one of the architects says ‘sssh’ to the other which is one of the slogans for Schweppes. This slogan comes through the ‘sssh’ sound which is made when a bottle of soft drink is opened and is a source of onomatopoeia. The other slogan “A moment of Schweppervescence” which comes through the two words Schweppes and Effervescence mixed together. The definition of Effervescence is bubbly which also describes the soft drink.

A balloon popping in slow motion. One of Schweppes’ most effective ads Part of the Sydney Harbour Bridge ad. Note how old the people are dressed indicating their long history The slogan ‘A moment of Schweppervescence’

The Future For Schweppes The future looks reasonably good for Schweppes, having their long and productive history means that there is no chance that they will be in any financial problem anytime soon. However, to compete against the much bigger rival companies such as Pepsi and Coca-Cola, Schweppes need to branch out to a wider market which both of these companies do very successfully. To achieve this, they need to stop limiting themselves to just being a ‘sophisticated’ and ‘traditional’ soft drink company. This affects their advertising currently since many people would feel inadequate to purchase Schweppes products since they wouldn’t feel their personal standard is good enough through Schweppes’ advertising. However, with this unique style, Schweppes will still be able to engage many more people into their demographic for many years to come.

Thankyou for watching my Brand Analysis on Schweppes. BIBLIOGRAPHY http://www.schweppes.com.au/ http://en.wikipedia.org/wiki/Schweppes http://www.schweppes.com/ Thankyou for watching my Brand Analysis on Schweppes.