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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 Environments

    Content

    Brand Storytelling
    Digital Strategy
    Content Production
    Commercial Photography
    Channel Planning
    Community Management
    Digital Platform Development
    Emerging Tech Integrations
    3D Motion Design

    Branding

    Research and Insights 
    Brand Strategy and Planning
    Brand Identity
    Art Direction
    Illustration
    Graphic Design
    UI and UX Design 

    Partnerships

    Strategic Partnerships 
    Negotiation and Contracting
    Sponsorship Framework 
    Property Representation 
    Sponsor Activation
    Valuation and Measurement

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