Every time the referee was asking "Quiet please", the first letters of the Schweppes Brand (SCHHHHH....) appeared on the score screens of the MASTERS ARENA STADIUM during the celebration of the TENNIS MASTERS SERIES.

THIS AD’S SUCCESS HAS BEEN REFLECTED BY A LARGE PART OF THE TV AND PRINT MEDIA COVERING THE COMPETITION. SOME HAVE DEFENDED IT WITH HEADLINES SUCH AS “SPONSORING THE UNSPONSORABLE: SCHWEPPES SPONSORS THE SILENCES IN TENNIS MATCHES”.THE CAMPAIGN IS TO BE REPEATED IN YEARS TO COME AND, ALONG WITH SCHWEPPES, THE COMPETITION’S ORGANISERS ARE STUDYING ITS USE IN MASTERS SERIES IN OTHER COUNTRIES.