Campaign Spotlight

Campaign Spotlight: Schweppes’ says “Here’s to Character” to Remind Us it’s the Little Adulting Moments That Matter

Milan, Italy – The campaign approaches the topic of growing up with fresh eyes, depicting a subtle, refined and surprising transition into maturity and sophistication.

Schweppes is the longest standing brand in its beverage category – dating back to 1783. The drink has several characteristic qualities including its sharp and bittersweet taste, effervescent texture and long-lasting bubbles. Though these qualities make it an acquired taste, ‘Here’s to Character’ was developed specifically to highlight the benefits of growing into sophistication and appreciation.



Four films portray various versions of this evolution; sometimes bitter, sometimes sweet. One protagonist is on a night out with his father while another leaves room for his friend to talk to the girl of his dreams. As they make these decisions, we see the characters step into a refined bar, signaling their arrival into adulthood. In two other films, viewers see women deciding on a fizzy Schweppes – one after an argument with her partner and the other after realizing it’s simply the better choice.

The campaign, made by Publicis Italy, is featured in film, digital and print versions. It is currently out in various countries.

Agency: Publicis Italy
Client: The Coca-Cola Company

Publicis Italy:
Global Chief Creative Officer Publicis Worldwide: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
CEE Executive Creative Director: Davide Boscacci

Creative Director/Art Director: Fabrizio Tamagni
Creative Director/Copywriter: Michela Talamona
Creative Director/Copywriter: Michele Picci
Associate Creative Director/Art Director: Francesco Basile
Junior Art Director: Marina Perta
Junior Copywriter: Pamela Bianda
Junior Art Director: Gautier Fenestraz

Junior Art Director: Gautier Fenestraz
Junior Copywriter: Margherita Teodori
Junior Art Director: Marina Perta
Junior Copywriter: Pamela Bianda
CEE Regional Client Lead: Lorenza Montorfano
Client Service Director: Benedetta Virga
Account Director: Marcia Vales Carneiro
Account Supervisor: Alberto De Simone
Account Manager: Marta Dell’Adami
Account Executive: Greta Pirola
Producer: Erica Lora Lamia
Production: Landia
Director: Agustin Alberdi
DOP: Jasper Wolf
Post Production: Prodigious
Grading: MPC
Music Composer: Sizzer
Art Buyer: Rossana Coruzzi
Photographer: FM

The Coca-Cola Company:
Senior Brand Manager: Jakob Taferner
Senior Content Manager: Alessandra Rebecchi
Social Media Manager: Vittoria Di Stefano

Partner with adobo Magazine

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