Premium mixer brand Fever-Tree has launched its largest advertising campaign in Australia to date via indie agency New Colony.
With summer on the horizon, Fever-Tree’s latest campaign encourages consumers to ‘mix with the best’ with new messaging that reinforces its brand promise as a premium, high quality mixer complementing light and dark spirits.
The out-of-home element features colourful, refreshing beverages made with Fever-Tree mixers and the tagline ‘If 3/4 of your drink is the mixer, mix with the best’. It will roll out across OOH screens in Sydney, Melbourne and Brisbane over the following months, supported by in-store displays across liquor and grocery channels.
In addition to the static activity, Fever-Tree is boosting investment and re-launching ‘Gin & Tonic Gardens’ – a series of bespoke event activations held across Australian on-premise venues. The specially curated events transform outdoor spaces into a premium brand hub, amplifying discovery of Fever-Tree products.
The brand is also launching a supporting promotional strategy across radio, digital and social media, featuring brand videos that highlight Fever-Tree’s brand heritage and ingredient stories.
This summer campaign is the latest installment of Fever-Tree’s restructured marketing strategy as the brand navigates through ongoing COVID-19 restrictions. It comes off the back of the brand’s annual Gin & Tonic festival that went virtual in June and leads into an exciting new low-calorie soda range launching in October.
Regarding the campaign, Fever-Tree’s Australian Marketing Manager Caroline Wood commented, “We’ve been gradually ramping up our presence in market over the last year, and now, off the back of strong sales, we feel it’s time to announce ourselves further to Aussie consumers. This campaign, our largest yet, highlights our best-in-class range of products in a fun and refreshing way that appeals to consumers right across the country.
“With a reduction in social mobility, our focus on digital channels has been paramount and that will continue as we move into the warmer months ahead. We’re strategically utilising out of home advertising along with an integrated marketing campaign that extends across physical events, digital advertising and our owned and operated channels for maximum reach,” she added.
Andy Gaunt, Fever-Tree’s Australian General Manager added, “Fever-Tree’s high quality mixers are the perfect companion for every drink this summer. We’re seeing Australians are increasingly opting for premium mixers over mainstream options. In fact, retail sales value of premium multipack tonics, led by Fever-Tree, have recently overtaken mainstream options for the first time, reflecting spirit trends we’ve seen building over recent years.”
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