Logo, slogan and market positioning in 2021

The brand is a set of tangible and intangible attributes designed to create awareness and identity, and to build the reputation of a product, service, or organization as a whole.

An attractive logo and a good slogan can be two very effective ways of helping a brand to create an identity with a certain philosophy that would encourage people to adhere to it and therefore, to consume.

A logo corresponds to the symbolic and graphic representation of a brand, a company and is part of its visual identity. The logo is used to identify a brand and to differentiate it from its competitors: it is the property of the brand, or the company attached to it.

The logo can be a representation of the brand's product, a fact related to the creation of the brand, or simply the name of the brand with a certain color and font that characterize it.

To find out more about the origin of the Schweppes logo, we need to go back to 1851, during the Universal Exhibition, where the brand was the exclusive supplier of “soda water” to the Crystal Palace. During the six months of the exhibition, Schweppes set up a large fountain 27 feet high (about 8 meters) which subsequently became an emblem of the brand,

and is found today in the stylized form of a fountain with two dolphins on the bottle caps as well as inside the Schweppes logo (in white on a red background).

Schweppes also developed a slogan which quickly went around the world and has “obviously” been attached to the soda maker: the famous “What did/do you expect? “

With all the muses who have represented the brand during the last decade, it has become difficult to forget the words of these pretty women who highlight this sexy and nuptial side of the brand.

They all uttered the same slogan (or almost) to emphasize the fact that their expectation was neither the men around them nor the fame but rather the drink itself.

To better understand the positioning of Schweppes in the soda market, here is a SWOT analysis which allows us to better understand what the company is doing in the 4 corners of the world:

• Strengths:

With a strong growth in volume, it is the company’s second biggest volume driven brand

More than 40,000 new fountain valves in North America, the biggest market

Among the top ginger ale in the US and Canada

Have won many awards like Best Customer Satisfaction among soft drink companies, Department of Transportation’s supplier of the year award, was named in The Civic 50 etc.

CSR activities include, having raised $6 million for United Way, DPS’ ACTIONeering program and Action Nation Month encourages employees to contribute 50 hours for any NGO, and various environmental initiatives etc.

Used as a base for many cocktails/mocktails

Increase in net sales and net profit

Strong advertising and marketing makes it a top of the mind brand

• Weaknesses:

Not easily available in many major markets like India, China, Africa etc.

Only available in limited flavors and has tremendous competition means limited market share

• Opportunities:

Emerging economies like India, China etc.

Diversify product portfolio

More advertising and marketing to increase brand awareness

• Threats:

Intense competition

Foreign exchange risk, interest rate risk, commodity risks etc.

Fluctuating economic conditions