The development of Schweppes' 2026 brand platform across North Africa, focused on repositioning the brand around a more culturally relevant definition of taste, one rooted in identity, time, and social behaviour rather than product alone.

The strategy responded to a clear tension: a generation that is highly social yet increasingly disconnected from meaningful interaction. Instead of prescribing what "meaningful" should look like, the platform reframed Schweppes as a constant within fluid identities, a brand that adapts to different moods, roles, and social contexts.

Built a strategic system designed to move the brand from passive presence at gatherings to an active role in shaping them. This included defining a repeatable framework where taste becomes a way to express identity across different moments, enabling the brand to show up consistently while evolving across time, occasions, and formats.

The outcome was a long-term platform intended to drive cultural relevance and sustained engagement, positioning Schweppes as a catalyst for more intentional, expressive social experiences.