By Changing a Single Word, Schweppes Hopes to Transform Its Entire Positioning

Predecessors sorely lacked this campaign's innocent levity

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With the transformation of one word from the past to the present tense, Schweppes hopes to change its brand positioning—and maybe even its destiny.

From the long-standing “What Did You Expect?,” its new “What Do You expect?” positioning debuts with the following spot by BETC Paris.

Schweppes is a bit of a weird brand. It’s neither stand-alone cocktail nor stand-alone cola, and this lack of clarity has always been visible in its advertising. There was that time it tried to be a cocktail, and—the great precursor to today—its odd decision to willfully claim misunderstanding by plunging face first into perplexing

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