Schweppes ‘Why Experience Matters’ campaign

When it comes to comedy, we Brits think our home-grown variety is the funniest and most sophisticated in the world. And indeed who could blame us with such a rich tradition of talent.

According to research* commissioned to coincide with the launch of a series of witty cartoons from Schweppes entitled ‘Why Experience Matters’, eight in ten of us reckon the current economic climate is directly linked to the resurgence and enjoyment of satire today in particular. Over half of those polled voted satire as the style of comedy most typical of British humour, while only one in five went for the knockabout Benny Hill style of the 1980’s.

To grasp hold of the zeitgeist and discuss his personal love of satire, Schweppes and markettiers4dc looked to Phil Jupitus to walk broadcasters through Britain’s comedy heritage and the figures who have been the source of our laughter over the years.

The campaign achieved coverage across 22 radio stations including talkSPORT – ideal for the Schweppes target market. Further coverage was achieved across several BBC radio stations including BBC Radio Scotland (Glasgow), BBC Kent, BBC Sussex, as well as Heart Cambridgeshire and City Talk with a potential audience reach of 12,004,700 and with an ad spend equivalent of £43,304 which ensured a sparkling campaign.

The cartoons featured in the Schweppes campaign provide an interesting social commentary on the current news agenda. View them at

*Research conducted by Matters between 27/02/2009 and 02/03/2009