How do you position Schweppes as the adult soft drink when you can’t show anything with ‘adult’ content on commercial TV? The answer was to create adult short films and to use the commercial airtime to drive people to the website to watch the films. Excerpts from the films ran on TV, ending just as the good stuff is about to happen, and someone raises a finger to their lips to say ‘Schhh... For a mature audience’ with details of the website where you can watch the rest of the films – and see the good stuff.
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