Fentimans, the maker of premium botanical beverages, is launching its biggest marketing push in its history, as it looks to convert more consumers from mass market to premium soft drinks and mixers. The £1.2m campaign, created by The Corner London, celebrates the amazing flavour packed into every bottle of Fentimans botanically brewed drinks.
The national outdoor campaign will be focused on key cities and metropolitan areas across the UK. In addition, the out of home campaign will be supported by digital, sampling and experiential activity. The media planning and buying for the latest campaign has been undertaken by UM.
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, there 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”.
This latest burst of marketing activity, follows what has been another strong first half year for Fentimans, kick started by the Rose on the Road campaign, and backed up by the successful introduction of two innovative new flavours, Apple and Blackberry and Pink Ginger.