Asian_Trader_Magazine_1326_October_2017

BRANDWATCH

http://www.asiantrader.biz 13 OCTOBER 2017 ASIAN TRADER 23

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Asian Trader talks to Simon Harrison, Customer

Marketing Director at Coca-Cola European

Partners, about the ongoing success of Schweppes

Indian Tonic Water and the current trends that

are driving the mixer category.

Me and My Brand

standalone drink served without alcohol. That’s

why it’s important to offer a variety of different

options in the mixers section like Schweppes

Classic Tonic and Schweppes Slimline.

How important are independent retailers to the

brand?

The fact that more people are enjoying cock-

tails and mixed drinks at home naturally means

that more people are shopping for mixers as

a top up mission. The nature of convenience

stores means that many people will pop into

their local shop to pick up a mixer on the way

home from work to cater for nights in, so it’s

important for retailers to consider the range

they offer, and to merchandise their offering

prominently and preferably chilled.

How do you work with independent retailers to

ensure they make the most of the brand?

Our dedicated field sales force is committed to

working closely in partnership with whole-

salers and independent retailers, providing

category and merchandising guidance, whilst

offering point-of-sale materials to support the

correct range of products to maximise their soft

drinks sales. The coming months are going to

see an intense focus on Schweppes within our

field sale team as we undertake our biggest ever

investment in the brand.

What is your personal favourite Schweppes

product?

It has to be Schweppes Indian Tonic Water – the

nation’s favourite for generations, it’s stood

the test of time. And let’s face it, there’s noth-

ing more refreshing than a G&T when you’re

unwinding at the end of a busy day!

How would you describe your brand in three

words?

Original, Effervescent, Much-Loved.

1 AC Nielsen MAT Data to 01.07.17

2 AC Nielsen MAT Data to 01.07.17

3 AC Nielsen MAT Data to 01.07.17

4 Office for National Statistics’ Adult Drinking Habits in

Great Britain report - February 2015

What are your goals over the next year?

Schweppes is in a strong position, as the

best-selling mixer brand in GB^3. However,

while we’re hugely proud of our enduring

popularity, we are mindful of the fact that

consumer preferences evolve so we need to

adapt accordingly. The new look of Schweppes

Classic coupled with the unprecedented

marketing support will continue to energise

one of GB’s most loved soft drink brands in a

year whereby we’re celebrating 225 years since

Jacob Schweppes first came to London with

his bottled bubbles.

Any interesting advertising/marketing cam-

paigns coming up?

Coinciding with the launch of our new skittle-

shaped bottle, the Schweppes Classic range is

being supported by a £6.6 million investment

between October and December 2017. This

includes out-of-home, TV and cinema advertis-

ing, including sponsorship of the Jonathan Ross

Show on ITV, and an experiential marketing

and a digital campaign.

What are your plans ahead of the sugar tax

coming in?

Between now and the introduction of the tax

in 2018, we will continue to focus on the work

we began long before the tax was announced to

help people reduce their sugar intake from our

drinks. This includes providing consumers with

a wider choice of lower and no sugar drinks

and raising awareness of those options. In fact,

since 2005 we have launched 29 drinks with no

or less sugar.

Any interesting trends occurring in the drinks

sector at the moment?

Consumers are becoming more adventurous

and increasingly enjoying cocktails and mixed

drinks within the home. This, in turn, is lead-

ing to a growth in mixers, which is good news

for the Schweppes brand.

At the same time, more and more people

are now opting to be teetotal^4 , and mixers are

also appealing to this group of consumers as a

Please can you describe an average day in your

role?

There are very few average days in my role, it’s

very diverse and that’s exactly the way I like it.

I split my time working across our impressive

portfolio of brands and Schweppes is one of

them.

How is your brand currently performing?

Schweppes remains the nation’s favourite

mixer, making up two thirds of all sales in

independent stores^1 , an impressive perfor-

mance given that the mixers sector is arguably

more competitive than ever before. The rising

popularity of gin means it’s little surprise that

Schweppes Indian Tonic Water – an essential

component for the classic gin and tonic – is our

biggest seller^2.

Over the next few months, we’re mak-

ing the biggest ever investment in the brand,

launching a new skittle-shaped bottle for

Schweppes Classic and rolling out the most

comprehensive marketing campaign in our his-

tory in GB. It’s a very exciting time for us, and

we’re looking forward to working closely with

retailers to maximise their sales of Schweppes

products.

Any NPD to talk about?

Dating back to 1783, Schweppes boasts a

heritage that few drinks brands can match.

With consumer demand for premium qual-

ity and provenance higher than ever before,

we’re drawing on Schweppes’ unique his-

to r y.

One of the highlights of the campaign

is our new skittle-shaped bottle, inspired

by the very first design that was blown and

formed by Jacob Schweppe 234 years ago.

The iconic yellow Schweppes sash, arguably

the most recognisable expression of the

Schweppes brand, will sit at the neck of the

new bottle, providing a premium exterior to

the superior liquid and effervescence inside.

The new shaped bottle and livery will feature

across the Schweppes 1lt PET bottle which is

the best performing Schweppes format in the

convenience channel.