Soft drink and mixers brand Fentimans has taken an experiential activation tour across the UK, aimed at encouraging Brits to upgrade their beverage choices.
This initiative forms part of the company’s newly unveiled ‘Fentiman’ brand campaign from Newcastle-based O.Agency.
At the heart of the campaign is Fentiman, the brand’s first-ever character. An “ambassador of exquisite taste”, Fentiman is a well-dressed and meticulously handcrafted persona on a mission to inspire more discerning drink selections.
Fentiman has appeared in London, Manchester and Newcastle with a bespoke pop-up designed to resemble his preferred furniture – a luxurious Chesterfield sofa.
Visitors to the pop-up – which was built by product sampling and experiential marketing agency iMP productions – had the opportunity to interact with Fentiman, visible on a 32″ screen.
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The character reviewed visitors’ current drink choices and encouraged them to dispose of “boring beverages” in a reminder that “life is too short for fleeting flavours”.
After disposing of their unremarkable drinks, participants were invited to choose from a range of Fentimans beverages, including popular options such as Rose Lemonade and Ginger Beer. Their selected drink was presented through a mysterious red velvet curtain.
“Many wait for special occasions to enjoy drinks like Fentimans, but our Fentiman drinks amnesty activation will encourage people to swap mediocracy for curiosity and make every day exquisite,” said Fentimans marketing director Jayne Andrews.
The integrated campaign, developed by strategic creative agency Drummond Central, will see Fentiman appear across various media platforms. These include ITVX and Channel 4’s streaming services, social media and billboard ads in London, Liverpool, Manchester and Newcastle.
Additionally, a Fentimans digital van will tour the brand’s hometown of Hexham, where its beverages are still brewed to this day.
