Schweppes: Jet Black

The idea was to position Schweppes as the “Adult” soft drink. But how do you position Schweppes as the adult soft drink when you can’t show anything with “Adult” content on commercial TV? Publicis Mojo's answer was to create “Adult” short films and to use the commercial airtime to drive people to the web site www.schhh.eu, where they could watch the films. 45 second excepts from the films then ran on TV, each of them ending just as the good stuff is about to happen, and each one of them ending with someone raising their finger to their lips to say Shhh…. Followed by the words “For a mature audience” together with details of the web site where you could watch the rest of the films, and see the good stuff.