I Like It Like That - Schweppes | Clapboard Ad Archive

Schweppes, in partnership with TBWA\Paris, delivers a bold creative statement with I Like It Like That, a 2023 campaign that redefines the brand’s standing in the competitive French food and drink sector by championing Schweppes as an essential catalyst for both mental and physical refreshment during the revered ritual of apéro time. Anchored by its empowering platform, the campaign urges consumers to shed autopilot routines in favor of seizing authentic, self-directed moments of enjoyment—a positioning that frames Schweppes not simply as a beverage but as an enabler of mindful relaxation integral to contemporary lifestyles. Visually, the campaign commands attention through a cinematic narrative that veers into the playful and unexpected: a submarine exploration crew, operating in the remote expanse of the ocean, unexpectedly transforms their mission break into a joyous terrace celebration at sunset, choreographed with exuberance worthy of a 1960s musical. This choice of setting and staging is more than surface spectacle, as it embodies the core message of breaking free from convention while rooting the Schweppes experience in a highly imaginative, shareable narrative universe. The lively reinterpretation of Pete Rodriguez’s I Like It Like That amplifies this sense of exuberant nostalgia, cleverly harnessing a pop culture classic to deliver a distinctive aural identity that is both instantly familiar and freshly cast for the apéro occasion. In line with what Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format, the campaign leans into the visual and musical rhythms of iconic film genres to communicate product benefit and brand character, forgoing direct product demonstration in favor of a culturally literate homage that situates Schweppes purely within moments of uninhibited enjoyment. The integrated media approach, led by TBWA\Paris, sustains this high-gloss cinematic energy across channels, leveraging the campaign film as both a cultural artifact and a lifestyle aspirational trigger, while neatly linking Schweppes’ heritage with emergent rituals of social connection and self-care. In a segment crowded by premium claims—alongside competitors like Perrier and San Pellegrino—Schweppes’ repositioning as the instigator of joyfully irreverent, self-chosen leisure moments is both strategically on-point and creatively confident, engaging modern consumers’ desire for agency and escape without resorting to cliché or overstatement. Clapboard rates this 69/100. The campaign signals the ongoing evolution of non-alcoholic drinks branding, where lifestyle-driven cinematic storytelling and genre-savvy creative choices now set the standard for cultural cut-through.