Fever-Tree kicks off UK campaignBy Nicola Carruthers
Premium tonic and mixer producer Fever-Tree has unveiled its first integrated national campaign in a bid to drive brand awareness across the UK this summer.
Launching today (19 June), the summer campaign focuses on the ingredient hunting stories of the brand’s co-founders and the full mixer portfolio including the recently launched Madagascan Cola.
The campaign will run nationally, with a focus on 490 prominent sites across London, the South East, and for the first time, Leeds, Manchester and Birmingham.
The new identity focuses on the perfect serve, using imagery created by renowned food and drink photographer David Loftus.
The prominent sites will be supported by a geo-targeted digital campaign, which aims to drive consumers to on-trade activations in nearby Nicholson sites in pubs across Birmingham and Manchester, as well as to the brand’s interactive gin and tonic pairing wheel on its website, which launches later this month.
The integrated campaign aims to broaden awareness of the portfolio in London with a focus on Ginger Beer, Ginger Ale & Cola as well as the flavoured tonic range, and introduce key regional cities to its message: “If ¾ of your drink is the mixer, mix with the best”.
“This new campaign brings to life our ingredient hunting stories which is a distinctive and unique brand attribute of Fever-Tree,” said UK brand marketing manager Victoria Adams.
“As the pioneers of the premium mixer category, we want to distil our expertise to consumers and help them navigate their way through the complex and diverse gin category, as well as other premium spirits.”
In March this year, Fever-Tree hailed an “exceptional year of growth” in 2016 after its operating profits more than doubled to reach £34.3 million (US$42.7m).