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

Predecessors sorely lacked this campaign's innocent levity

Schweppes changed one word for its latest campaign. Schweppes

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.

@luckthelady 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.