GPY&R Melbourne and Schweppes have launched a major brand campaign, aptly named The Cocktail Revolution, which challenges how consumers think about cocktails and provides completely new ways of creating and enjoying mixed drinks.
The Cocktail Revolution is a call out for creative drinkers around Australia to chuck out the recipe books and have a little fun with cocktails at home by experimenting with whatever ingredients and equipment they have lying around. The campaign boasts an aggressive channel mix of Digital, Social, TV, Outdoor, In-Store, Experiential and PR, and the crux of The Cocktail Revolution is its multi-platform site.
Hosted at www.cocktailrevolution.com.au, the site is packed with interesting and inspiring content including recipe suggestions, quirky videos and articles, and delicious homemade cocktails images, all of which take the intimidation out of mixed drinks and make them far more accessible for the everyday.
In addition, the site boasts a sophisticated search function which allows users to find a cocktail recipe based on a single ingredient they have at home. Users simply upload their available spirit or fruit to receive a variety of cocktail recipe options.
The ‘Knapsack Bartender’, a lead piece of content that resulted from a collaboration with Vice, is a four-part video series that follows Jordan Redaelli as he travels around the world in pursuit of unusual alcoholic beverages and home brews to integrate into a Schweppes cocktail. In the first episode, Jordan travels to Sierra Leone where he discovers the palm wine, Poyo, and after learning about how the locals enjoy it, he experiments by mixing it with other flavours to create a unique Schweppes cocktail. View episode one below:
As well as the video series, users can enjoy compelling bespoke content from campaign partners Broadsheet and Everguide, including a range of articles that showcase the ease of home cocktail making.
“Schweppes is leading the revolution to change the way consumers think about cocktails and make them more commonplace in the everyday. The Schweppes Cocktail Revolution aims to empower consumers with the knowledge and inspiration to engage in cocktail making and take away the intimidation commonly associated with mixed drinks,” said Ben Goss, Schweppes Senior Brand Manager.