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Fentimans introduces brand character

Mixer producer Fentimans has unveiled its first brand character, who will feature in a new campaign launching this month.

Fentimans campaign
Fentiman stands one-foot tall, the same height as a 750ml bottle of Fentimans

The character, Fentiman, is described as an ambassador of exquisite taste, who is on a mission to inspire people to be more discerning with their beverage choices.

The campaign, created by agency Drummond Central, centres around Fentiman appearing whenever someone is about to make a ‘fizzy drink faux pas’, politely guiding them towards choosing a botanically-brewed Fentimans.

In the 30 second advert, which will be rolled out across ITVX and Channel 4’s streaming services, on social media, and at out-of-home sites including billboard ads in London, Liverpool, Manchester and Newcastle, Fentiman pops up unexpectedly when a woman, Janet, is about to settle for a generic soft drink.

Standing one foot tall, the same height as a 750ml bottle of Fentimans, the crafted character tells Janet: You deserve better than that. He points to her generic soft drink: I postulate there’s not even real lemons in that concoction,” before reminding her of the real depth of flavours in Fentimans drinks, such as “the finest Otto rose oil from the Karlovo region in Bulgaria.”

Jayne Andrews, marketing director at Fentimans, said: “In a world full of run-of-the-mill soft drinks, it’s the complex depth of flavours that makes Fentimans unique. Many wait for a special occasion to enjoy drinks like ours, but we’re encouraging people to swap mediocrity for curiosity and make every day exquisite.

“As more consumers look to prioritise quality over quantity, we are committed to making sure premium adult soft drinks stand out and entice those with a desire to elevate their experience in bars, restaurants or at home, into our category. We could think of no better way to do this than introducing Fentiman, who embodies our brand and introduces consumers to why our botanically brewed beverages are a cut above.”

Following the campaign’s launch in the UK today (23 October), people on the streets of London, Manchester and Newcastle will have the chance to engage with the campaign and interact with Fentiman through a unique brand experience from 7-10 November.

Described as a ‘drinks amnesty’, those passing will be encouraged to dispose of their bland beverage and swap for something botanically-brewed.

To watch the ad, click below.

The brand reimagined its identity to reflect its complex craft brewing process in 2022.

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