• by Steve McClellan  @mp_mcclellan, March 16, 2020

Schweppes and Publicis Italy have launched a new global campaign called “Here’s to Character,” which the companies say is designed to “highlight the benefits of growing into sophistication and appreciation.” 

The campaign approaches the topic of maturing from callow youth to refined sophistication and the surprises that can accompany that metamorphosis. 

The effort plays off Schweppes’ claim to be the longest-standing brand in its beverage category -- dating back to 1783 -- and its bittersweet flavor and other qualities that often make it an acquired taste. 

The campaign features four films (one of which can be viewed here) that will air on TV and digital, as well as print ads.