Schweppes
CLIENT
Commercial Production, Experiential, CPG
SERVICES
Mixologists, artists, and content creators team up to explore ‘effervescence’.
Schweppes Experiences
CRUEL partnered with Schweppes Canada and lg2 to execute a nationwide grassroots sampling campaign aimed at increasing brand visibility, promoting Schweppes Ginger Ale, and engaging with the community through partnerships with mixologists, artists, and content creators, as well as a vibrant network of restaurant partners.
The campaign kicked off by forming tactical partnerships with over 50 culturally significant restaurants for distributing Schweppes product samples with takeaway orders. Following this, CRUEL assembled a roster of prominent mixologists and artists from across Canada to create custom-made cocktails inspired by Schweppes products. These cocktails, in turn, inspired the creation of unique artworks reflecting the essence of 'effervescence'. Details of each collaboration were promoted across owned and paid digital and social channels, and featured both photography and video content, with commercial production led by CRUEL.
The campaign led to a significant sales increase of Schweppes Ginger Ale in key markets. It also resulted in over 5 million impressions across digital and social platforms, effectively amplifying the brand's visibility and market presence. The combination of strategic partnerships, creative engagement, and social media promotion led to a successful campaign that elevated Schweppes' brand recognition and product sales, helping the brand connect with contemporary culture and younger consumers.
CREDITS
Lead Agency: lg2
Production: CRUEL
Collaborators: Para Siempre (Ryan Craven), Vince Harttrup, Timothy Hoggan, Cherihan Hassun, and Rene Gibson
CRUEL is a Toronto-based independent marketing agency specializing in Brand Experience and Creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results.
Experiential
Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Interactive Sampling
Logistics Management
Staff Recruitment/Training
Retail EnvironmentsContent
Brand Storytelling
Digital Strategy
Content Production
Commercial Photography
Channel Planning
Community Management
Digital Platform Development
Emerging Tech Integrations
3D Motion DesignBranding
Research and Insights
Brand Strategy and Planning
Brand Identity
Art Direction
Illustration
Graphic Design
UI and UX DesignPartnerships
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Property Representation
Sponsor Activation
Valuation and Measurement