Schweppes changes its labels in South Africa after complaints they were too confusing

Nov 21, 2018
The drinks brand has lampooned itself in their latest advert after a rebranding blunnder. 
Coca-Cola brand Schweppes changed its branding a few months ago. It didn't go down well with customers.
 
Many people were confused by the similarity between Schweppes Soda Water and Tonic Water.
As an apology for the mess-up, Schweppes lampooned itself in an advert.
 
Drinks brand Schweppes lampooned itself in a Twitter advert this week after customers took to social media to complain about it rebranding – and the company promised to roll back a hated change to its branding.
 
 #OhSchweppes, we're so sorry that our mix-up ruined your mixing. For the record, we agree with you - our packaging blunder wasn't our brightest moment. We'll be better.
 
The Coca-Cola brand had changed the look of its Soda Water drink – which had left many to confuse it with Schweppes Tonic Water.
 
Schweppes now admits that was "not our brightest moment".
 
Schweppes senior brand manager, Mukundi Munzhelele, taking ownership for coming up with the rebranding idea. 
 
The senior brand manager, Mukundi Munzhelele, who came up with the bright idea, to marketing manager Nerisha Maharajh who signed off on it, various staffers took it on the chin and lampooned themselves for the mistake in the social media ad.
 
Marketing manager, Nerisha Maharajh after realising she was the Einstein who signed off on this "bright idea". 
 
"The complaints we received were passionate and heartfelt," Munzhelele tells News men in South Africa.
 
"It was only fair to them (customers) that the actual people who worked on the campaign not only see the responses, but respond in a manner that was fitting."
 
Roger Gauntlett, general manager of Coca-Cola Southern Africa is not laughing at the tricked people. 
 
According to Munzhelele, the team wanted to modernise the labels. But a change in colour caused a lot of confusion.
 
Schweppes changed the colour of its soda water branding on its bottles to grey, which made it look like its tonic water labels. It has now changed the labels - tonic water is yellow, and soda water has a stripe of grey.
 
"We took some time to look at our packaging with the feedback received from consumers and decided not to simply revert to the previous design," says Munzhelele.
 
The response sat well with many consumers who applauded the brand for taking responsibility.
 
 
Source: Business Insider
 

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