Schweppes in collaboration with GPY&R Melbourne have rolled out a new brand campaign entitled The Cocktail Revolution. The initiative boldly offers consumers to reimagine their vision of cocktails and try it out in a new way.

Photo: an image from www.cocktailrevolution.com.au, clickable

The Cocktail Revolution web site invites the drinking population of Australia to discover the brand’s recipe books and experiment with creating original cocktails at home. The stylish site is packed with large beautiful images and offers lots of content including videos and articles from partners Broadsheet and Everguide. There’s also a search function which allows users to find a cocktail recipe based on a single ingredient—spirit or fruit—they have at home.

The content is focused on the so called ‘Knapsack Bartender’, a result of collaboration with Vice. It is video series that shows Jordan Redaelli traveling around the world in search of unique alcoholic beverages and home brews to integrate into a Schweppes cocktail. The unusual spirit from the first part of the four video series is the palm wine, Poyo, from Sierra Leone

Photo: an image from www.cocktailrevolution.com.au, clickable

«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.

The campaign is strongly supported by social media, TV, outdoor, in-Store promotions, experiential and PR activities, says Campaign Brief.