Schweppes ads in the mix

Coca-Cola Enterprises is investing £2m in a TV campaign for its Schweppes range, in a bid to increase consumption of the brand by promoting it as an everyday treat rather than just a mixer for parties and big nights out.

The company will also be talking to licensees and the trade about the benefits of its two sizes — 200ml and 125ml bottles — which it says "gives licensees a choice to suit their customer base."

Rival Britvic dropped its 125ml and 200ml sizes in favour of a single 160ml format in April.

The £2m spend will run alongside the £4m joint investment with spirits producer Diageo to promote long mixed drinks with the "Together for a better summer" campaign.

Four new TV ads have been created under the strapline, At the end of the day, there's always a Schweppes.

Two will be shown for two months from this week during prime-time TV shows such as Coronation Street and QI, with the remaining two held for a second burst, most likely later in the year.

The humorous ads are intended to highlight the brand's British heritage said senior brand manager Shelley Norris.

"We want to grow consumption among our existing drinkers rather than concentrate on attracting new fans," Norris said.

"We've researched the campaign and people really identify with that idea of the first drink of the evening after a hard day and these ads really tap into that.

"It also reaffirms the Schweppes tradition for iconic, humorous ads."