Schweppes, which invented the carbonation process in 1783, has been promoting its signature pschhhh for a very long time while it amassed a collection of sophisticated mixers and flavoured mineral waters. This new campaign by TBWA\Paris is quite different. It’s all about taking Schweppes tonic water outside its borders as a mixer and giving it a soft drink personality, an edgy soft drink personality – without stepping down from the brand’s higher tier.

Leading the European-wide campaign, I like it like that, is an “art house” film, directed by Romain Chassaing, that uses the codes of genre cinema. It’s an unconventional montage that stars an Italian mafioso, a gifted young skater chess champion, in the kitchen staff of a top end restaurant. The different scenes are all moments of consumption in which Schweppes in which Schweppes wants to belong – lunch, break, work or a drink with friends. Underscoring the film is a reorchestrated version of Pete Rodriguez’ I like it Like that by Vanny Jordan and his musicians in Medellin to bring out the Latin heat.

The film is running digitally as well ad on-air in France, supported by three illustrated print ads created by Charlie Davis (with hints of Stella Artois?) representing unexpected drinking situations and the campaign is visible in more than twelve countries in Europe.

Credits:

Client: Schweppes
Brand Managers: Cesar Vargas, Elise Seibold, Julia Martinez Garcia-Carpintero & Corina Lordache

Agency: TBWA\Paris
Creative Directors: Benjamin Marchal & Faustin Claverie 
Art Directors: Philippe Rachel & Carl Harborg  
Creatives (Print): Pauline Sénéchault & Cyrielle Declarey 
Head of TV et CEO \Else : Maxime Boiron 
Art Buyer: Elise Kubler 
Creative Producer: Elisabeth Boitte 
Agency Managers: Jonathan Serog, Amalia Mateos-Gella & Louis Mainbourg 
Strategic Planning: Emmanuel Sabbagh & Justine Charenton

Digital:  
Agency Manager: Emmanuel Devezaux 
Audience Planner: Pierre Engelibert 
Integrated Producer: Fanélie Rodoz  
Creative Director: Nicolas Demeersman 
Art Directors: Stéphane Faure, Félix Prunier 
Copywriter: Laura Mitchell 
Motion Design: Jiaxin He

Production: SOLAB 
Film Director: Romain Chassaing 
Producer: Edouard Chassaing 

Post-Production: \Else 
Post-Producer: Mélanie Bernard 
Editing: Manuel Coutant 
3D Supervisor: Jérôme Olivera 
Supervisor & Composting: Jonathan Lagache 

Sound Production \Else: Olivier Lefebvre & Yann Levasseur 
Sound Engineer: Mathieu Seignez 
Music Credits: I Like It, Tony Pabon & Manny Rodriguez (c) EMI LONGITUDE MUSIC 
Music Business Affairs: Constance Duhourcau

Transcreation: Frederic Elkoubi & Stanislas Lenoir @ EG+