How many Schwepping Days to Christmas?

The Schweppes firm was founded in 1783 by Jacob Schweppe, a jeweller and amateur scientist of Geneva and is the oldest manufacturer of carbonated mineral water in existence. In 1792 Schweppe set up a factory producing soda water in London’s Drury Lane. The business continued to expand throughout the nineteenth century - the beverage was awarded a Royal Warrant and Schweppes secured the prestigious catering concession at the Great Exhibition of 1851 where a spectacular crystal fountain flowing with Schweppes Malvern soda water provided the company with its fountain trademark. Schweppes tonic water and ginger ale were launched in the 1870s.

The brand really made its mark from the mid-twentieth century onwards when several memorable advertising campaigns, all deploying a form of word play on the company’s distinctive name, appeared in quick succession. The uplifting concept of ‘Schweppervescence’, which cleverly evoked the beverage’s innate bubbly effervescence, was created by the S.T. Garland advertising agency and launched on 8 June 1946 where it appeared on banners greeting crowds arriving for the Victory Day Parade in London. The theme captured perfectly the newly liberated public mood and anticipated the return of the brand in 1948 following the end of wartime rationing. The new word became so intimately associated with the brand that the company paid Garlands £150 for the copyright to ‘Schweppervescence’ when the advertising account was moved to another agency. A festive spin on the Schweppervescence theme is shown in this John Bull ad from 1949.


1949 Schweppes

The Clifford Bloxham & Partners agency took over Schweppes advertising in 1951 and the mythical county of ‘Schweppshire’ came into being shortly afterwards. This delightfully eccentric conceit was reputedly dreamed up during a snooker game between Schweppes managing director Sir Frederic Hooper and humourist Stephen Potter. The latter worked with illustrator George Him to bring the vision to life and for 14 years insights into the imaginary county, a microcosm of England itself, were released several times a year featuring playful locations such as Schwepping Forest, Schwepstow Castle and the Schwepsom Downs.


1951 Schweppes

Bloxhams were also responsible for the vibrant ‘How Many Schwepping Days to Christmas?’ campaign which provided an annual treat from 1951 until the mid-60s, featuring colourful images showcasing the firm’s full range of beverages suitable for the festive season e.g. ginger beer, soda water, tonic water, lemonade, sparkling lemon/lime drinks. 

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