Coca-Cola gives Schweppes an historic makeover

Coca-Cola unveiled plans to invest heavily in its Schweppes brand as it looks to tap into growing consumer demand for “quality” mixers and fight off newer competitors such as Fever-Tree.

The investment, its biggest in the UK in more than 200 years, aims to give the brand “a new beginning” as part of a 15-month campaign to reinvigorate the brand. The bottle for its ‘classic’ range is being redesigned, with the new shape modelled on the original Schweppes ‘skittle’ created by inventor Jacob Schweppe in 1783. And this is being backed up by a £6.6m campaign.

Coke says it wants to “re-establish the brand in the hearts and minds of consumers”. It is still the market leader, with a 32.6% share in 2016, but newer entrants such as Fever-Tree have been stealing its thunder. This revamp shows Coke recognises that and realises the need for change.

Third-party viewability the sticking point for the brands that haven’t returned to advertising on YouTube

This week marked the return of the Festival of Marketing, with one of the most interesting talks a panel discussion about brand safety.

Despite Google pushing out various changes to improve brand safety on YouTube following a scandal earlier in the year that saw advertising appear next to extremist content, charity Marie Curie still isn’t convinced.

Steve Armstrong, head of digital at Marie Curie, told the audience: “We have very rigorous standards in terms of where we go and the levels of verification we use. YouTube doesn’t allow the ad verification tech we use in order to manage risk. So we have taken the decision that we will continue not to be present.”

Meanwhile, Dominic Chambers, head of digital at Jaguar Land Rover, used the panel to reaffirm his support for third-party verification from the likes of Google. He added: “Where there’s mystery, there’s a margin. It is all about third-party verification. They cannot be the ones to tell us the data we need to have.”

Armstrong’s comments are interesting as they show Google still has not done enough in the eyes of some marketers to alleviate concerns its platform is unsafe for brands. The majority…