We speak with our colleague Noemí Pérez, implant professional at Schweppes Suntory office, where she analyzes her relationship with this brand and the Japanese philosophy behind “Mizu to Ikiru”.
Since you are working for Schweppes as an implant, how has it shaped your vision of the brand?
Since I joined last September Schweppes Suntory Madrid headquarters, I have been able to acquire a global view about the Company, its history, brands, and Japanese philosophy.
The corporate message of Japanese brand Suntory Mizu to Ikiru, literally ‘live with water’ would translate as ‘Follow Your Nature’ or, in other words, ‘harmonize humans and nature’. A motto aligned with the miss ion of our communication department, and therefore a principle that we try to keep alive ourselves and communicate it to our clients. This is why we create CSR activities with the aim of stablishing a strong bond between society and our environment.
These activities have allowed me to learn all the stages and personnel integrating this company branch. From the Factory workers in Toledo, the R&D department in Tordera, the Horeca and F&B commercial teams, to the Central office, where the Marketing team works hard every day to offer only the best results. All this makes possible for Schweppes Suntory to transform soft drinks world while creating brand loyalty.
How is the connection between agency and brand?
Very close and personal. In fact, it has become a big challenge that will endow me with great learning and professional development. Working with the client transforms you in a company expert. This in an enriching process that allows you to work in a different sphere, where you acquire a big knowledge on the Company you are in. Besides, I have the opportunity of increasing my PR and Marketing competence thanks to working in these areas as any other team member.
Major benefits of offering in-house services may be summarized into three: full adaptation to the brand needs, your added value as market expert and know-how and, above all, to rely on the right working tools from the very beginning. Implants solutions means total fusion with the client.
How will you describe Schweppes with respect to event planning?
Schweppes events are special moments to enjoy the best brand mixers, by the hand of their experts in mixing.
The main objective is to bring closer Schweppes and public through different actions but focusing on a relaxed, leisure atmosphere. Offering this audience not only unique drinks but also unique experiences.
Our mission as event experts id to increase this brand position and product reputation, increase their sales and Schweppes visibility.
What are the advantages a company as beon. may bring to a brand as Schweppes?
The major advantage is our own structure, who allows us to control all the production processes in any event. We offer 360-degree solutions without relying on external suppliers for production works. In all, we offer ‘Events for a better life’.
I like to use that sentence, ‘Events for a better life’, especially in moments in which time is against us. As we are a team instead of a series external suppliers, we rarely offer a NO as an answer, something that our client really appreciates, plus satisfying their needs in record time.
When you organize events, what do brands value the most?
Regardless the shape of the meeting, convention, session, stand… Events have as a main goal to foster and strengthen personal bonds with the aim of generating brand loyalty among the clients. In this context, we may analyze the major courses of action this particular brand uses to increase client engagement:
- Having a meeting point to contact directly their clients. Segmented, personalized meeting to present the brand’s products and inform those clients of all their characteristics and possibilities. Brands are now pursuing direct contact with their clients, something that traditionally was in the hands of sales agents. Brands want to be the first to communicate the latest updates.
- Use of technology in corporate training. Numberless possibilities here, such as interactive games, 3D videos, etc. Techniques that present an original way to understand training sessions in the company.
- Brand communication cannot be reduced to events only, but rather generate a constant flow of content through social media. Nowadays they offer posts devoted to training, such as those devoted to the Perfect Serve of each Mixer.
- Influencers. From some years now, Schweppes has experts in mixology who work as brand ambassadors, attending all events. Nowadays, the brand is also focused on working with influencers associated to product launches, promotions, content distribution, event management… Influencers are excellent channels to attract client attention by showcasing new products and services.
