Link, a global marketing execution and procurement partner to the world’s leading brands, has been honoured with a 2025 MarCom Gold Award for its innovative “Lift & Learn” campaign for Schweppes in Greece.
The award recognises Link’s creative and technical excellence in developing a bespoke Free-Standing Display Unit designed to reposition Schweppes flavoured variants as a standalone adult sparkling beverage, rather than a traditional mixer. Combining elegant design with cutting-edge interactivity, the activation delivered an engaging, educational experience for shoppers.
The Schweppes “Lift & Learn” display invited consumers to discover the brand’s full range of flavour variants through an RFID-triggered video experience. When shoppers lifted a bottle, bespoke digital content automatically played on an integrated screen — sharing serving suggestions, flavour profiles, and pairing ideas in real time. Constructed from premium materials and designed for scalable roll-out across modern trade and environments, the unit allowed consumers to learn, engage, and connect with the brand — all without the need for on-site promoters.
The campaign successfully shifted consumer perception of Schweppes from a mixer to a premium, flavour-led beverage. Engagement analytics showed strong interaction rates, revealing clear consumer interest across flavour variants and valuable insights into dwell time and product preference. Its plug-and-play, modular design enabled a seamless rollout across multiple retailers, while also inspiring similar projects in other markets seeking to replicate this high-impact, self-guided format.
Lisa Bonney, Regional Managing Director for Europe at Link, said: “This award is a testament to our teams’ ability to blend creativity, design, and technology to solve real brand challenges. The Schweppes ‘Lift & Learn’ campaign embodies one of our core values, “Eye on the future,” which defines our belief in marketing innovation that not only captures attention but also drives meaningful engagement and measurable business outcomes.”
Georgia Liaskou, Channel Marketing Manager AH for Coca-Cola Hellenic, commented: “The Schweppes ‘Lift & Learn’ campaign is a brilliant example of how innovation and shopper insight can come together to elevate the brand experience. Link translated our vision into an activation that was not only eye-catching but also meaningful, engaging consumers in a new way and reinforcing Schweppes as a modern, premium choice.”
About the MarCom Awards
The MarCom Awards honour excellence in marketing and communication, recognising creativity, innovation, and effectiveness across industries worldwide. The 2025 competition received thousands of entries from leading brands and agencies globally.
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