Schweppes needed to reignite cultural relevance in an oversaturated sparkling water market. The task: reclaim prestige while showing Schweppes as an accessible everyday indulgence.
Sparkling water may be booming, but the category has become crowded with sameness, leaving little to differentiate one brand from another. In a culture where algorithms reward spectacle over safety, a playful heist narrative offers the kind of immediate intrigue and shareability that cuts through the noise.
Sparkling water without a story is just another bubbly drink, but by staging a PR stunt that draws on Schweppes’ rich history, the brand imprints itself in culture as more than refreshment — it becomes a legend people remember.
Make Schweppes the people’s luxury by manufacturing scarcity and narrative stakes, then proving access in public.
Category is crowded and price-sensitive; Schweppes doesn’t need more awareness, it needs a reason to share.
Urgency + Credibility + Distribution engines turn virality from hope into design.
Rumor → Escalation → Appointment → Reveal → Resolution; each step engineered to shift behavior.
TikTok for debate, IG for urgency/clarity, PR for legitimacy; success tracked by share/save rates and creator pickup velocity
a playful stunt that “steals” Schweppes’ sparkle back from behind museum walls, then releases it to the public through free tastings. Luxury redefined as accessible indulgence.
Our Influencers Spark the Fire:
1. Pop Culture Celebrity
2. True Crime Influencer
3. New Media Influencer
Goal: Build anticipation before the trip.
Goal: Deliver proof of impact.
