Campaign: Schweppesonality | Brand: Schweppes | Agency: Emakina

Re-branding exercises are a tricky beast. Consumers enjoy familiarity - and brands tamper with this relationship at their peril, as Gap notoriously learned to its cost last year. At the other end of the scale, some rebrands are so subtle, you have to question why they bothered in the first place. A new Starbucks logo has been unveiled to casual indifference, although perhaps in the wake of the Gap debacle, the coffee chain was understandably nervous about going anywhere near its famous green artwork.

But long established brands need to move with the times - and at Schweppes, it was time for the 200-year-old drinks company to not only refresh its image, but also find an effective way of promoting this new look to its consumers.

The brand's first foray into the world of social networking was a glamorous experience. Evoking the high-end fashion world of "Devil Wears Prada", Schweppes launched a search for the ultimate brand ambassadors - Schweppesonalities.

Read the full case study here.