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Schweppes

CLIENT

Commercial Production, Experiential, CPG

SERVICES

Mixologists, artists, and content creators team up to explore ‘effervescence’.

Schweppes Experiences

CRUEL partnered with Schweppes Canada and lg2 to execute a nationwide grassroots sampling campaign aimed at increasing brand visibility, promoting Schweppes Ginger Ale, and engaging with the community through partnerships with mixologists, artists, and content creators, as well as a vibrant network of restaurant partners.


The campaign kicked off by forming tactical partnerships with over 50 culturally significant restaurants for distributing Schweppes product samples with takeaway orders. Following this, CRUEL assembled a roster of prominent mixologists and artists from across Canada to create custom-made cocktails inspired by Schweppes products. These cocktails, in turn, inspired the creation of unique artworks reflecting the essence of 'effervescence'. Details of each collaboration were promoted across owned and paid digital and social channels, and featured both photography and video content, with commercial production led by CRUEL.


The campaign led to a significant sales increase of Schweppes Ginger Ale in key markets. It also resulted in over 5 million impressions across digital and social platforms, effectively amplifying the brand's visibility and market presence. The combination of strategic partnerships, creative engagement, and social media promotion led to a successful campaign that elevated Schweppes' brand recognition and product sales, helping the brand connect with contemporary culture and younger consumers.

CREDITS

Lead Agency: lg2
Production: CRUEL
Collaborators: Para Siempre (Ryan Craven), Vince Harttrup, Timothy Hoggan, Cherihan Hassun, and Rene Gibson

  • Founded in 2013, CRUEL began as a university lifestyle platform in Montreal and a vibrant hub for young people, fuelled by the rise and influence of social media. By 2015, our company had transformed into a marketing agency, attracting clients keen to engage with youth culture, and leveraging expertise from hosting thousands of events and pioneering localized content initiatives. CRUEL's early success was marked by the nationwide launch of Snapple Spiked in 2016, leveraging an authentic, grassroots-focused campaign.

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    By 2018, CRUEL’s emergence as a creative force in the agency marketplace was nationally recognized, earning accolades such as Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand. Since then, our agency has embraced adaptability and innovation, shifting from traditional event marketing to a fully integrated approach that now combines Branding, Content, Experiential, and Partnership services.

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    Our commitment to pushing the boundaries of technology and innovation, while also staying relevant, was highlighted by the LottoMax Dream Drop campaign in 2022, which was recognized with a Cannes Lion for Experience Design. In 2023, CRUEL continued to capture media attention, featured in prestigious publications such as Hypebeast, Highsnobiety, and Vogue. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL consistently delivers innovative strategies to connect brands with the next generation of consumers.

  • BRANDING

    Research and Insights 
    Brand Strategy and Planning
    Brand Identity
    Art Direction
    Illustration
    Graphic Design
    UI and UX Design 

    CONTENT

    Brand Storytelling
    Digital Strategy
    Content Production
    Commercial Photography
    Channel Planning
    Community Management
    Digital Platform Development
    Emerging Tech Integrations
    3D Motion Design

    EXPERIENTIAL

    Activation Development
    Installations and Pop-Ups 
    Event Strategy and Production
    Interactive Product Sampling
    Logistics Management
    Staff Recruitment/Training  
    Retail Environments

    PARTNERSHIPS

    Strategic Partnerships 
    Negotiation and Contracting
    Sponsorship Framework 
    Property Representation 
    Sponsor Activation
    Valuation and Measurement

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards

    SUPREME CANNABIS (2018)

    Best Marketing Campaign

    O’Cannabiz Awards

    SUPREME CANNABIS (2019)

    ADC Awards 2022
    Gold for Media Innovation

    MR. SATURDAY (2022)

    Cannes Bronze Lion for Brand

    Experience and Activation

    MR. SATURDAY (2022)

    Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement

    MR. SATURDAY (2022)

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