Feb 11, 2011

Sch… you know why?

One of the things that helps a great brand story is a name so outrageously daft that they couldn’t have made it up. Well, apart from Haagen Dazs, but that’s one of the few brilliant exceptions.

Schweppes is so famous for fizzy grown‐up drinks that our client Shloer is often spelled ‘Schloer’ by consumers.

The current design balances that awkwardly long brand badge with a trail of effervescence, a theme that was cleverly built on in the pre‐christmas ads (weirdly still running at my local Sainsbury’s).

But shoe‐horned onto Abbey Well mineral water as a co-brand, the story of both is completely lost in favour of a blunt but soulless message: ‘we acquired this one’.