New-look Schweppes drinks aim to combat brand dilution

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Cadbury Schweppes is unveiling a new international brand identity for its Schweppes soft drinks.

The new look, by design consultancy Newell & Sorrell, is being launched in some European countries, as well as in South America, India and Australia.

Newell & Sorrell director Jeremy Scholfield says the design is aimed at correcting the “diffusion of brand identity”, which has affected Sch-weppes over the past few years as various subsidiaries have launched local brands.

The old umbrella identity was designed by Young & Rubicam-owned Landor Associates and involved putting the Schweppes logo onto a panel of bars. The new design ditches these bars and extends the yellow, traditionally used for tonic water bottles, across the range.

Fiona Burles, European marketing manager at Schweppes Europe, says: “We wanted to give the Schweppes brand pan-European coherence. We were also trying to give it a more dynamic image to reflect new product launches, which are targeted at a younger market than our traditional gin and tonic drinkers.”

In November, Saatchi & Saatchi wrested the $20m (13m) pan-European advertising account for Schweppes Europe from the DDB Network.

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