Schweppes’ “I Like It Like That” campaign centers on the brand’s proposition as a catalyst for mental and physical refreshment, encouraging consumers to break free from routine and embrace moments of relaxation on their own terms. By positioning Schweppes as an enabler of personal empowerment and mindful disconnection, the campaign highlights the brand’s role in enhancing the apéritif experience—an important social and cultural ritual in France. This approach reinforces Schweppes’ identity beyond simply a non-alcoholic drink, framing it as an essential element in creating enjoyable, authentic moments of leisure.
Strategically, the campaign leverages the insight that modern consumers often fall into autopilot modes, missing opportunities to savor life’s small pleasures. Targeting this mindset, the creative angle uses a cinematic narrative set in an unusual context—a submarine crew pausing their intense exploration to build a terrace and enjoy an apéritif at sunset. This whimsical, theatrical staging draws on nostalgia through a 1960s musical choreography and a fresh take on Pete Rodriguez’s “I Like It Like That,” combining familiarity with novelty to resonate emotionally and culturally. The choice of an immersive, high-concept story not only captures attention but also subtly communicates the message of intentional disengagement and celebration of personal preference. By aligning the campaign’s tone and imagery with lifestyle aspirations around freedom and enjoyment, Schweppes effectively connects with consumers seeking both relaxation and spirited authenticity in their daily rituals.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign fits Format #12 because it explicitly references and borrows from the aesthetic and structure of 1960s musicals, as described in the narrative: "a joyous choreography inspired by the spectacular musicals of the 60s." The cinematic rendering and musical choreography, along with a revisited pop song and a whimsical submarine crew staging an elaborate break, indicate a playful homage to a well-known entertainment genre. Rather than focusing on problem-solution, a testimonial, symbolism, or straightforward demonstration, the ad uses an identifiable pop culture style to communicate Schweppes’ unique, relaxing 'apéritif moment' positioning, embedding the product into a stylized, nostalgic, and borrowed filmic format.
1. Perrier – Market Positioning
Perrier positions itself as a premium sparkling mineral water brand, emphasizing natural effervescence sourced from spring water. It targets health-conscious consumers seeking a sophisticated, refreshing alternative to sugary drinks, often associated with elegance, wellness, and modern lifestyle through stylish packaging and lifestyle-focused campaigns.
2. San Pellegrino – Market Positioning
San Pellegrino leverages its Italian heritage to offer sparkling mineral water perceived as an upscale, gourmet beverage. It is closely linked with fine dining and culinary experiences, portraying a chic, refined lifestyle that combines authenticity with international sophistication.
3. Schweppes Tonic Water (within the weak drink segment) – Market Positioning
As an iconic mixer, Schweppes tonic water capitalizes on its legacy and versatility in cocktails and social occasions. It differentiates through crisp, balanced flavors and a classic image catering to consumers who appreciate tradition mixed with modern lifestyle moments and premium beverage experiences.
4. Fever-Tree – Market Positioning
Fever-Tree emphasizes natural ingredients and high-quality mixers designed to complement premium spirits. The brand positions itself as a health-conscious, upscale alternative in the mixer category, appealing to consumers seeking authenticity, taste integrity, and a sophisticated drinking experience.
5. Royal Club – Market Positioning
Royal Club is positioned as a heritage Dutch brand known for its range of bitters and tonic waters, combining strong tradition with accessible pricing. It targets consumers looking for familiar, reliable mixers and functional non-alcoholic drinks integrated into everyday social drinking rituals.
Q: What is I Like It Like That about?
A: I Like It Like That is a 2023 campaign created by TBWA\Paris for Schweppes, launched in the French market. The campaign centers on a cinematic film that follows a submarine crew as they pause their deep-sea exploration to construct a terrace and enjoy an apéritif at sunset, all set to a reimagined version of Pete Rodriguez’s track. The creative idea is to position Schweppes as a catalyst for relaxation and mindful enjoyment during apéro time, encouraging consumers to break free from routine and savor moments on their own terms. The campaign was distributed as an integrated media effort in the non-alcoholic drinks category.
Q: What creative device does I Like It Like That use?
A: I Like It Like That employs Format #12 Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy. The campaign explicitly references and borrows from the visual and choreographic language of 1960s musicals, using joyous, theatrical staging and a contemporary reinterpretation of a classic pop song. This borrowed cinematic style creates a playful, nostalgic atmosphere, embedding Schweppes into a stylized narrative that stands apart from conventional product demonstrations or testimonials. The creative device leverages pop culture familiarity to communicate the brand’s message in a culturally resonant and visually distinctive way.
Q: What is the campaign proposition for I Like It Like That?
A: The strategic proposition of I Like It Like That is to position Schweppes as an enabler of personal empowerment and mindful disconnection, inviting consumers to refresh themselves mentally and physically during apéro time. The campaign targets individuals who often fall into autopilot routines, encouraging them to reclaim leisure moments and enjoy them authentically. By framing Schweppes as more than just a non-alcoholic drink—an essential companion for creating enjoyable, genuine moments of relaxation—the campaign aligns the brand with lifestyle aspirations around freedom, pleasure, and self-expression in the context of France’s cherished apéritif ritual.
Q: How does I Like It Like That rank in Clapboard's archive?
A: I Like It Like That holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Schweppes's category?
A: In the non-alcoholic drinks and mixers category, Schweppes faces competition from several key brands: Perrier positions itself as a premium sparkling water emphasizing natural effervescence and sophistication for health-conscious consumers; San Pellegrino leverages its Italian heritage to associate with upscale dining and international refinement; Fever-Tree focuses on natural ingredients and high-quality mixers for a discerning, premium audience; and Royal Club draws on Dutch tradition to offer reliable, accessible bitters and tonic waters for everyday social drinking occasions. Each competitor carves out a distinct lifestyle and quality positioning within the broader drinks market.
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