Schweppes: COCKTAIL REVOLUTION

Credits & Description:

Advertiser: SCHWEPPES
Agency: GEORGE PATTERSON Y&R
Category: Best integrated content campaign
Group Account Director: Mathew Cummings (George Patterson Y/R)
Head Of Digital: Matt Farrugia (George Patterson Y/R)
Digital Designer: Janna Mamar (George Patterson Y&R)
User Experience Lead: Luke Tellefson (George Patterson Y&R)
Account Director: Mat Medcalf (George Patterson Y/R)
Account Director: Matilda Hobba (George Patterson Y/R)
Art Director: Nicholas Sellars (George Patterson Y&R)
Art Director: Nicholas Sellars (George Patterson Y&R)
Art Director: Paul Meates (George Patterson Y&R)
Front End Developer: Tony Tian (George Patterson Y&R)
Planner: Tom Ding (George Patterson Y/R)
Digital Producer: Travis Linton (George Patterson Y&R)
Copywriter: Alex Wadelton (George Patterson Y&R)
Executive Creative Director: Ben Couslon (George Patterson Y&R)
Back End Developer: Brett Harris (George Patterson Y&R)

Effectiveness
Think cocktails and you’ll probably think of the 80s, Brian Brown, and banana lounges. Well it was time for a change. It was time for a Cocktail Revolution. Cocktailrevolution.com.au is a site crammed full of every type of content, all aimed at changing the way you think about mixed drinks. It teaches you to use what you’ve got, to make mistakes, and to drink so much you forget all the rules. Our bartenders travel the world to prove all you need is a few ingredients in a backpack and you can mix a cocktail anywhere. There are hundreds of articles showing you how to make everything from bootleg infused spirits to alcoholic sandwiches. New recipes are created every month inspired by world events. And new trade routes have been opened with developing countries to supply obscure alcohol such as Poyo and Palinka to Melbourne. There’s even a cocktail delivery service to bring the party to you on the back of a pimped out postal bike. This site is base camp for a cocktail revolution, a modern way to spread new ideals that are unified with one purpose – to change the way you drink.

Campaign Description
This campaign ran online and there are no restrictions imposed on the internet in Australia.

Implementation
Content was hosted on cocktailrevolution.com.au and also on our partners websites such as Vice and Broadsheet. Users could come across the content from any of these avenues, and would be directed to explore more content like it on the main site.

Outcome
With an average of 40,000 monthly unique visitors and over 750,000 views of our branded content, people really have started to change the way they drink. Which has meant good things for Schweppes, with sales of their mixers range up 8.8% year on year, nudging $130 million dollars.