Three Cents, being part of the Coca-Cola HBC 24/7 Portfolio, is launching a new campaign on 4th May that perfectly captures the ambition and attitude of one of the world’s leading premium mixers brands. Leading with the concept ‘Intense to the Last Sip’, the campaign reinforces Three Cents commitment to being the most intensely carbonated premium mixer, while its ‘Never Still’ tagline alludes to the brand’s vow never to settle in its pursuit to create a best-in-class drinks experience.
Founded by bartenders for bartenders, the Three Cents range of sodas and tonics have been designed to never lose their effervescence and edge, from the first sip to the last. The Athens-based brand is leading new global drinks trends, creating exciting new flavour profiles and providing consistent quality and premium taste, which resonates with today’s modern drinkers and have helped to make the distinctive bottles a permanent fixture behind some of the world’s finest bars. The new brand campaign celebrates its commitment to offering intensity in all its facets – carbonation, flavor, taste and variety – and owning the Paloma cocktail and Aperitivo moment.
The campaign launches with a hero film directed by Carl Sundemo here. Sundemo’s creative approach embraces humour and blends realism with gentle absurdity, whereby locals in a Mediterranean town treat a phenomenon like a flying bottle cap as something that’s completely ordinary in this world. Characters with sun-scorched hands and dirt under their nails wear impeccably tailored fabrics, grounding a high-end aesthetic in a world of hard labour. The striking visual of a cap flying off the bottle because of the drink’s intense carbonation will be used across the campaign.
The global launch of the new brand campaign will be supported by a strong and strategically orchestrated communication plan designed to deliver a distinctive and high-impact presence across key audience touchpoints. The rollout will unfold through a carefully curated mix of premium outdoor placements, bespoke installations, a high-production TVC, digital amplification, cinema presence, and targeted BTL activations, working seamlessly together to create a cohesive and elevated brand experience. Through this integrated approach, the campaign aims to reinforce the brand’s positioning while engaging audiences with consistency, clarity, and sophistication across the media landscape.
George Bagos, General Manager and Co-founder of Three Cents, says “Our ‘Never Still’ mindset reflects our passion for exceptional mixers and relentless pursuit of innovation. We’re committed to supporting bartenders’ creativity and offering consumers a quality mixer that provides an intense fizz, right until the last sip. Three Cents was founded to deliver mixers that elevate drinks and inspire experimentation, and we’re excited to share this new vision of the brand with the world.”
Three Cents continues to thrive and hit major milestones. Throughout May it is celebrating the Paloma across the world and a new product launch to follow its successful one-of-a-kind Fig Leaf Soda is imminent. The brand also achieved the number one spot in the Top Trending Mixer Brand category, as well as being named the number two Top Selling Mixer Brand in the annual brands report conducted by Drinks International. This year it also continues its partnership with The World’s 50 Best Bars, acting as the official mixers sponsor at the prestigious industry award events around the globe.
