Premium soft drink and mixer brand Fentimans has today revealed its first national campaign focusing solely on its Ginger Beer. Fentimans Ginger Beer is the original and best-selling premium adult soft drink with sales at an impressive +29% YOY growth in the on-trade*.
Fentimans will kick off the campaign with an innovative experiential activity at a number of leading universities, where it aims to introduce Ginger Beer to a new generation of consumers. The tour will begin on Sunday 17th September at St. Andrews University, followed by activations at Durham, Exeter, Cirencester and York.
Due to many competitive brands vying for the attention of this sought-after audience, Fentimans has teamed up with the theatre company behind the highly acclaimed ‘Gin Chronicles,’ which was a big hit at this year’s Edinburgh Fringe, to perform street theatre in the quadrangles of some of Britain’s most prestigious education establishments. There will also be an Instagram competition, using #FreshAsFentimans, to win the poshest pre-drinks party at University.
The experiential activity will be supported by a digital campaign, targeted print advertising and instore activity during September and October.
Eldon Robson, Owner of Fentimans, commented: “Delivering an integrated campaign focused on Ginger Beer with the aim of recruiting a younger consumer audience will act as a catalyst for our ambitious plans in the months and years ahead.”
To support the recent work to reposition the brand, a fresh approach has been taken to photography for the campaign to evolve Ginger Beer from the darkly lit brewing house to a brighter botanical idyll shot by renowned food and drink photographer Daryll Jones.