Schweppes arrived in Spain in the 1950s, and in 1969 it already had its iconic luminous sign in the Carrión Building on Madrid’s Gran Vía and was present in many Spanish homes. Really the brand has managed to be in the minds of all of us, gaining special relevance with its ingenious and viral advertising campaigns. And that is precisely what we are going to talk about today, about their latest campaign in Spain in support of the hospitality industry and the responses they have received.
Context: pandemic with curfew and closures
With the Covid-19 pandemic present in Spain and with a second wave of the virus already on the rise, the curfew was imposed in our country, forcing bars and restaurants to close earlier than usual (or even to close permanently) establishing the time based on what is indicated by the government of each autonomous community. This meant that going out to dinner as we are used to (yes, we already know that we are not an example of being at home and going to sleep especially early) was impossible and that if we wanted to go out to dinner, we had to do it before. Let’s remember that we are the country in Europe that has dinner laterso for us it is not easy.
and precisely The Schweppes viral campaign came out of this challenge of having dinner at 8:00 p.m. to help the hospitality industry worked with the La Despensa agency. Let’s watch it and find out who they asked for advice and in what way.
What if we have dinner at 8:00 p.m.? We are the country that dines later in Europe. Now that the hospitality sector needs us, that’s when we can help them with a simple gesture. Shall we change the time?
— Schweppes Spain (@Schweppes_ES)
English, Portuguese, Swiss… Can you help us?
Schweppes asked advice, with humor and irony, to our European neighbors (they are more disciplined in this) to ensure that in Spain we learn to have dinner at 8:00 p.m.being now so necessary to support our beloved hospitality.
«With a simple gesture such as copying our English, French or Swedish friends their dinner hours, we can promote the HORECA channel and reduce the economic impact of all those who face this difficult situation behind a bar«, says Miguel Olivares, General Creative Director of La Despensa.
Likewise, Antonio Garrido, Marketing Director of Schweppes Suntory Iberia, proudly assures on his LinkedIn profile that the campaign has been launched «With much love to the hotel industry, and to our neighbors, from whom we undoubtedly have to learn to have an early dinner«.
Below we see some examples that could be seen in various parts of Madrid in canopies or large canvases of buildings. In turn, they were also present in online media such as those of the brand.
To the englishin the campaign, they are told that we accept that they wear socks with sandals (that English look in summer that never ceases to attract our attention) in exchange for teaching us to eat dinner at 8:00 p.m.
They also resort to French. To our neighbors to the north, they point out that there are 542 women in Spain who are called Amelie, and then they ask: enough for you to teach us to have dinner at 8:00 p.m.?
Our other neighbors, the PortugueseThey also have their space. In this case, they are told that we forgive them for not giving us a point in Eurovision (eternal dilemma), if they help us with our mission.
Finally, the last example that we share here is that of the swedes. And to the Swedes what are they told? Well, let’s think, what Swedish company is very familiar to you and makes it difficult for us to pronounce the names of its products? That’s it: . So what I was asking for was the instruction manual to achieve our goal, to see if that would unravel the mystery and give us some light.
Even today, Schweppes has messages to share
The campaign is not overand in social networks, Schweppes continues to make recommendations but this time it is not for those from outside, it is for those at home. Let’s look at some examples.
And the answers were immediate…
Hugh Elliot, British Ambassador to Spain and Andorra and also known for , when he saw the campaign he did not hesitate to comment on it on Twitter. And he was answered by Schweppes.
But….here in Spain they still don’t wear socks with sandals? Business opportunity! And eating dinner at 8 is easy – instead of a big meal, a sandwich. By dinner at 8 o’clock you will already be starving… and then a gin and tonic, of course… right?
— Hugh Elliott (@HughElliottUK)
Dear Ambassador, We would love to open a sock and sandals business, but we prefer to stay in the sector and send a box of our unique and refreshing tonic to the embassy, to toast with and have dinner at 8:00 p.m.
— Schweppes Spain (@Schweppes_ES)
The Gin Puerto de Indias also supported the campaign and joined the initiative.
These are hard times for the hospitality industry and they deserve all our support.
And if now we have to change the schedules to help, we will do it! In Puerto de Indias we are with you ❤️❤️
— Puerto de Indias Gin (@GinPuertoIndias)
and they also signed up other brands such as Beefeter, from London, Martini or Bombay Sapphirewho joined in support of the hospitality industry with the brunch plan, vermouth, and whatever else was needed!
London gray day and brunch time? I don’t see a better time to tell you that I want to help you have dinner earlier as I proposed and for that I want to invite you to… 10,000 gin and tonics from !!!
— Beefeater (@beefeatergin_ES)
Even Some of our neighbors, in this case an Englishman, uploaded photos with the campaign announcements and their peculiarities.
I already have the first and the second will not cost me much with my appetite
– Telmo (@Telmometro)
«The man of the tonic» happens to live on the terrace
and we end with the video that has accompanied this campaign, recalling another of Schweppes’ most successful campaigns, that of «The man with the keynote». Remember?
And from that mythical campaign, we bring here «The man who stayed to live on a terrace», in which we see the protagonist clinging to his terrace to enjoy it drinking Schweppes with his people. Closing with the phrase «Take all the time in the world to enjoy what you like the most«.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus