Cadbury Schweppes uncaps new multi-regional campaign

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LONDON -- Cadbury Schweppes next month launches the next phase in its global repositioning as "the adult soft drink choice," with a TV, cinema, billboard and print campaign to run across Eu rope, Hong Kong and New Zealand.

Created by Saatchi & Saatchi, London, the campaign features a smart-thinking secret serviceman who manages to avoid being caught in a jungle by pursuing mercenaries by drinking ice-cold Schweppes which makes him "invisible" to their heat-sensing equipment. The end line builds on the theme established last year and reads: "THiNK Schweppes."

The Schweppes mixers range will also feature in a new poster campaign from the agency.

Paul Troy, European brand director at Schweppes, says that last year the com pany grew at twice the market rate. "[We] are confident of exceeding that in 1998," he adds.

Copyright March 1998, Crain Communications Inc.

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