{"id":217183,"date":"2025-03-26T11:40:53","date_gmt":"2025-03-26T10:40:53","guid":{"rendered":"https:\/\/ipmark.com\/?p=217183"},"modified":"2025-03-26T12:21:49","modified_gmt":"2025-03-26T11:21:49","slug":"schweppes-conquista-marte-en-su-nueva-campana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=217183","title":{"rendered":"Schweppes conquista Marte en su nueva campa\u00f1a"},"content":{"rendered":"<p><strong>La marca de bebidas Schweppes ha lanzado una de sus campa\u00f1as publicitarias m\u00e1s ambiciosas hasta la fecha, llevando la imaginaci\u00f3n del espectador hasta Marte en una producci\u00f3n de estilo cinematogr\u00e1fico. El spot, dirigido por la cineasta brit\u00e1nica Susanna White, recrea la llegada de la primera astronauta al planeta rojo. Sin embargo, en lugar de realizar un discurso hist\u00f3rico, la protagonista abre una botella de Schweppes y canta \u2018Space Oddity\u2019 de David Bowie, flotando entre burbujas.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Bajo el claim \u201c<\/span><b>Saborea el tiempo<\/b><span style=\"font-weight: 400;\">\u201d, este anuncio busca transmitir un mensaje sobre la importancia de <\/span><b>disfrutar de los peque\u00f1os momentos<\/b><span style=\"font-weight: 400;\">, incluso en eventos hist\u00f3ricos como la hipot\u00e9tica conquista de Marte. La pieza ha sido producida por RSA Production, la compa\u00f1\u00eda fundada por Ridley Scott, y la agencia TBWA, encargada de la estrategia creativa.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Un despliegue visual y sonoro de alto nivel<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El spot cuenta con un dise\u00f1o visual inspirado en la ciencia ficci\u00f3n, con <\/span><b>claras referencias a cl\u00e1sicos del cine <\/b>como \u00ab2001<span style=\"font-weight: 400;\">: Una odisea del espacio\u00bb de Stanley Kubrick. La astronauta Ava, protagonista de la historia, est\u00e1 interpretada por una actriz cuyo vestuario ha sido dise\u00f1ado por Janty Yates, ganadora de un Oscar al mejor dise\u00f1o de vestuario. La fotograf\u00eda, a cargo de John Mathieson, refuerza el <\/span><b>tono futurista del anuncio<\/b><span style=\"font-weight: 400;\"> con una est\u00e9tica cuidada y una iluminaci\u00f3n que resalta la ingravidez del espacio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el apartado sonoro, el anuncio cuenta con una <strong>versi\u00f3n a capella de \u00abSpace Oddity\u00bb, de David Bowie<\/strong>, interpretada por la propia astronauta. La elecci\u00f3n de la canci\u00f3n, seg\u00fan los creadores de la campa\u00f1a, pretende <\/span><b>evocar la soledad del espacio<\/b><span style=\"font-weight: 400;\"> y la capacidad del ser humano para encontrar momentos de disfrute en cualquier situaci\u00f3n.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Estrategia y expansi\u00f3n de la marca<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La campa\u00f1a <\/span><b>se estrenar\u00e1 el 1 de abril de 2025 en televisi\u00f3n, cines y plataformas digitales<\/b><span style=\"font-weight: 400;\"> en 16 pa\u00edses europeos, entre ellos Espa\u00f1a, Francia, Italia y Suecia y estar\u00e1 presente durante 18 semanas. Schweppes ha realizado una inversi\u00f3n hist\u00f3rica en medios para consolidarse como una de las marcas l\u00edderes en el mercado de refrescos adultos. Adem\u00e1s, esta campa\u00f1a de publicidad se divide en <\/span><b>4 p\u00edldoras diferentes<\/b><span style=\"font-weight: 400;\">: una para Schweppes como marca, otra dedicada a la t\u00f3nica, la tercera se centra en la t\u00f3nica de frutas, y la \u00faltima es para la innovaci\u00f3n de la marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En un contexto en el que el consumo de bebidas sin alcohol sigue en aumento, la estrategia de la compa\u00f1\u00eda se centra en <\/span><b>atraer a un p\u00fablico mayor de 35 a\u00f1os<\/b><span style=\"font-weight: 400;\">, con una gama de productos que incluye su cl\u00e1sica t\u00f3nica y su l\u00ednea de frutas con gas. Seg\u00fan datos de la propia empresa, este segmento de consumidores representa el 62% de la poblaci\u00f3n europea y se espera que contin\u00fae creciendo en los pr\u00f3ximos a\u00f1os.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con este nuevo spot, Schweppes no solo apuesta por una campa\u00f1a visualmente impactante, sino que tambi\u00e9n busca <\/span><b>reforzar su posicionamiento en el mercado de bebidas premium.<\/b><span style=\"font-weight: 400;\"> La expectaci\u00f3n generada antes del estreno sugiere que la propuesta podr\u00eda <\/span><b>convertirse en uno de los anuncios m\u00e1s comentados del a\u00f1o<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La campa\u00f1a, que se estrenar\u00e1 el 1 de abril de 2025 en televisi\u00f3n, cines y plataformas digitales, reivindica el disfrute de los peque\u00f1os momentos.<\/p>\n","protected":false},"author":19297,"featured_media":217184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[6423,2114,2226],"class_list":["post-217183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-campana-publicitaria","tag-creatividad","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Schweppes conquista Marte en su nueva campa\u00f1a<\/title>\n<meta name=\"description\" content=\"Bajo el claim \u201cSaborea el tiempo\u201d, la marca recrea el aterrizaje de la primera astronauta en Marte y reivindica el disfrute.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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