Fentimans launches £1.2 million campaign

Botanically-brewed mixer producer Fentimans has invested £1.2 million (US$1.5m) in its latest campaign – the brand’s biggest marketing push to date.

Fentimans’ latest campaign is the brand’s biggest to date

Developed by creative agency The Corner, the campaign “celebrates the flavour packed into every bottle of Fentimans”.

Andrew Jackson, marketing director at Fentimans, said: “The new brand comms campaign, with its core message of delicious flavour derived from natural botanicals, aims to attract a younger consumer audience into the Fentimans brand.

“We know from our insight work that flavour and quality ingredients are key preference drivers in the category, and when consumers discover Fentimans, their flavour expectations are usually exceeded. This burst of media, supported by a marketing spend of £1.2m, is another significant building block as the brand gears up for significant growth in both the premium soft drinks and mixer categories in the years ahead”.

With a focus on key cities and metropolitan areas, the outdoor campaign will be supported by digital, sampling and experiential activities.

The latest round of marketing activity from Fentimans follows its Rose on the Road campaign, which saw the brand traverse the UK in a branded Land Rover, and its on-trade-focussed Save the Botanicals campaign, which encouraged bartenders to highlight endangered British plant species.