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

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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.

Angela Natividad

Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.

AdFreak

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

Predecessors sorely lacked this campaign's innocent levity

Angela Natividad

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Angela Natividad