The Schweppes Floating Market Has Set Its Sails in Australia
Rebecca Byers — August 27, 2015 — Marketing
References: campaignbrief
The Schweppes Floating Market is a unique immersive activation launched in Australia by the soda brand. Created by brand activation specialists the Taboo Group, the vibrant pop-up event recreates the magic of the river markets of Thailand, Indonesia and Vietnam.
The Schweppes Floating Market activation served as the official launch of the brand's new range of flavored mineral water. Flavors included in the new offering are Pear and Melon and Guava and Pear.
The floating market serves drinks and coincides with Good Food Month in Australia as well as the Night Noodle Markets of Fairfax, Melbourne. The results are a memorable brand experience that introduces the new product to consumers in an organic and thematic way.
The Schweppes Floating Market activation served as the official launch of the brand's new range of flavored mineral water. Flavors included in the new offering are Pear and Melon and Guava and Pear.
The floating market serves drinks and coincides with Good Food Month in Australia as well as the Night Noodle Markets of Fairfax, Melbourne. The results are a memorable brand experience that introduces the new product to consumers in an organic and thematic way.
Trend Themes
1. Immersive Pop-up Experiences - The success of Schweppes' Floating Market shows the potential for immersive pop-up experiences to engage consumers and organically introduce products.
2. Thematic Advertising - The Schweppes Floating Market demonstrates the appeal of thematic advertising experiences, which can create a lasting memory and connection to a brand.
3. Flavored Beverages - Schweppes' new flavored mineral water range shows the growing demand for unique, non-alcoholic beverage options.
Industry Implications
1. Beverage - Opportunities for innovation in non-alcoholic beverages include introducing unique flavor profiles and creating engaging experiences, like Schweppes' Floating Market.
2. Event Marketing - Creating immersive and thematically-driven event marketing experiences, like the Schweppes Floating Market, can engage consumers in a unique way and create a lasting impression of a brand.
3. Food and Beverage Festivals - Partnering with food and beverage festivals, like the Night Noodle Markets, presents opportunities for beverage brands to reach a targeted audience and create a memorable experience.
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