Schweppes Mixed
Global Guide
Between 2023 and 2024, we developed an extensive global guide for the launch of Schweppes Mixed, a new ready-to-drink alcoholic beverage. This guide provides strategic, visual, and communication guidelines to ensure a globally aligned yet locally relevant brand launch. It allows local teams to effectively customize their actions while maintaining brand consistency across regions.
MY ROLE:
I led the entire strategy for the global social guide, which included:
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Collaboration with the experience, strategy, creative, and shopper teams to ensure cohesive delivery across all areas.
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User research to understand social media behavior.
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Development of the Content Framework and Channel Strategy.
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Definition of the Tone of Voice.
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Guidelines for organic and paid content, including the definition of KPIs.
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Creation of Influencers guidelines.
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Content plan with ideas for multiple quarters and different tiers.
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Examples of content and visual adaptation guidelines for each platform.
*For confidentiality reasons, I'm only sharing images related to social media adaptation.
