Botanically Brewed. Fentiman Approved.
Introducing an Ambassador of Exquisite Taste
Ambition
In a category full of fizz and familiarity, Fentimans needed to cut through. Their challenge was simple but significant: boost brand awareness and mental availability in a noisy, low-attention category. We were here to make Fentimans unmissable, and to grow their market share.
This meant standing out for all the right reasons. Not by copying the crowd, but by owning what makes Fentimans different. We set out to put Fentimans front of mind for people who care about quality and know good taste when they sip it, by giving them a brand that speaks their language.
Strategy
We spoke to two key segments: Social Butterflies and Go-Getters. People who believe good food and drink is worth paying more for. The kind of people who say mouthfeel without flinching, and think about pairings before pouring. Our research revealed that while everyday brands like Coke were chosen for convenience, Fentimans was saved for special moments.
To shift that mindset, we needed to position Fentimans as the drink of choice for our taste-full audience – not just for special occasions, but for any moment that deserved a bit more depth. This wasn’t about being premium in the predictable, polished way. It was about delivering a crafted experience that surprises, delights and leaves a lasting taste.
In a crowded category, distinctiveness was our biggest lever. So we set out to create something bold. A memorable hook that cut through the noise, stayed true to Fentimans’ crafted quality, and made the brand turn heads.
Solution
Enter Fentiman. An Ambassador of Exquisite Taste. Charming, well-dressed and meticulously handcrafted, we created a brand character who could bring Fentimans’ values to life. Someone who could deliver real taste with real charm.
With his pint-sized proportions, Fentimans’ mission is to inspire consumers to be more discerning with their beverage choices, popping up wherever someone is about to make a fizzy faux pas to politely guide them towards a more sophisticated choice.
Every ingredient that went into creating Fentiman was carefully considered. From his ginger hair inspired by Chinese ginger root, the foundation of all of Fentimans drinks, to his blue trousers reflecting the brands’ Victorian Lemonade label.
We introduced Fentiman through VOD, social, national OOH and high-impact regional placements – hitting hard where our audience lives, shops and scrolls. We were sure to utilise video, understanding this was crucial in building Fentiman’s personality. PR and sampling campaigns brought him to life in the real world, including a mobile billboard in Hexham proudly declaring: “Brewed in Hexham. Enjoyed all over the world.”
45.7 million impressions
across social
Results
Fentiman turned heads, and minds. During the campaign period, quality of awareness increased from 38% to 43% during the campaign – proof that more people weren’t just seeing the brand, but remembering it.
And in the regions where we invested additional media budget, the numbers followed: +7pp (38% to 45%) in the North East, +6pp (32% to 38%) in the North West and +11pp (24% to 35%) in London.
People didn’t just notice the campaign. They felt something. 92% of respondents said it made them feel more positive about Fentimans. 89% said they’d consider Fentimans next time they fancied a soft drink (vs 67% among those who didn’t see the campaign).
Even better – they acted on it: 63% said they’d choose Fentimans next time and 61% said they’d bought one. 36% told a friend about the ad and 34% tried a flavour they’d never had before.
In terms of reach, we punched well above our media weight, with 45.7 million impressions across social, 3.9 million through OOH and 1.6 million via streaming TV (including the ‘pause ad’ – ideal for brewing a moment of taste).
The nation met Fentiman, and started making more exquisite choices.
