Overview

The soft drinks category is filled with brands fighting over the same generic messages of flavour or lifestyle.

So we created a campaign about a fact – a good one.

Fentimans needed to justify a more premium price than most. So we identified a unique differentiator for them – the botanical brewing process in every single one of their drinks, that takes at least 7 days. Care and craft. Which, in most people’s minds, equals a better quality product.

Client Challenge

In a category with everyone fighting to own the same few messages of flavour and indulgence, Fentimans needed to establish itself as not just different, but better, to ensure it stood out in the crowd and stole market share against the competition.

Target Audience

All adults but with a primary focus on 18-25 year olds with a female bias.

The core audience will already consume premium soft drinks, most likely when out for dinner or in a bar, but will also indulge themselves as a treat during the day.

Agency Solution

Focus on a tangible and compelling differentiator - their unique 7 day botanical brewing process - brought to life in a highly tangible and compelling way; the world’s first 7 day advert.

The advert ran as a competition where viewers copuld spot easter eggs and enter into a competition to win a trip to the Botanical Gardens in New York.

Supported by a mural that took 7 days to make and was amplified as a timelapse on social, a national OOH campaign drilling home the 7s day message, YT pre-roll with the master brewer speed talking the 7 day process in 6 and 15 second spots and a suite of owned social assets.