I like it like that - Schweppes | Clapboard Ad Archive
The 2021 Schweppes campaign I Like It Like That, crafted by TBWA for the French market, stakes a confident claim in the crowded non-alcoholic drinks sector by embodying a lifestyle proposition that champions individuality and personal taste. This film campaign embraces what Clapboard identifies as FORMAT#10—Associated User Imagery—eschewing traditional narrative or celebrity endorsement in favor of presenting stylish, sociable consumers who naturally integrate Schweppes into their aspirational moments. By focusing on the tagline I Like It Like That, the campaign conveys a message of authentic preference and pride in choice that resonates with contemporary consumers seeking premium, nuanced alternatives to mass-market soft drinks. Schweppes leverages its heritage as a sophisticated tonic water and mixer brand by aligning with a cultural shift toward self-expression and authenticity, positioning itself as the go-to beverage for those who appreciate refined flavor and effortless style. The film’s visual storytelling captures lively social scenes and upbeat individuals, inviting the audience to see Schweppes as a versatile, high-quality companion that complements diverse lifestyles without compromising on taste or sophistication. This approach differentiates Schweppes from competitors like Perrier, San Pellegrino, and Canada Dry by emphasizing a modern, approachable luxury that feels both classic and current. The campaign’s digital-first distribution, particularly via YouTube, targets younger, media-savvy consumers who engage with lifestyle content and value brands that reflect their identity rather than dictate it. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how beverage brands can effectively harness lifestyle imagery and cultural trends around individuality to carve out emotional relevance in a saturated category.
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