Schweppes Australia: Fanmade Flavours
One of the most satisfying and humbling projects I’ve worked on to date was Schweppes Australia’s Fanmade Flavours promotion.
Schweppes were planning to extend their Traditionals soft drink range and identified five potential flavours to take to market: fruit tingle, lime spider, watermelon, toffee apple or pine lime. The winning flavour would be stocked exclusively in Woolworths stores.
I developed the social media and digital marketing strategy behind Fanmade Flavours, which allowed Schweppes’ Facebook audience to choose the next flavour. Working with the Y&R ANZ creative team, we developed fun names for each flavour and a unique look and feel for each flavour.
I was responsible for building the voting platform, media planning (in conjunction with the media agency), the creation of all ads and content development and planning.
Throughout the campaign, complete transparency was offered to those engaging with the promotion, letting them be a part of the journey from conception through to the final product hitting shelves. From sharing the development of branding and label artwork, through to enthusiasts winning sample bottles of each flavour being voted on, and eventually delivering some of Schweppes’ biggest fans cases of the winning flavour, Fruit Tingler, prior to it hitting shelves, consumers were at the forefront of every decision.
Engagement levels were kept at a maximum via a continual stream of content, focusing on voting updates, hijacking memes and current news, production updates and a series of rejected flavours under the guise of #NotQuiteFanmade, with posts reaching over 1.2 million Australians.
The campaign was such a success: Fruit Tingler’s availability was extended beyond Woolworths distribution to include all Coles stores and thousands of independent retailers across Australia. The strength of the promotion saw it return in 2015.
Label mock ups:
Win sample bottles:
Hijacking Game of Thrones for this pun:
Fruit Tingler wins:
Fruit Tingler hits shelves: