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.”
Full service agency Apparent has expanded its dedicated media division with the appointment of Phoebe Chan as head of media and advertising operations and Jaclyn Ely as client partner, media. Headed by former Naked Communications and Ikon executive John Halpin, Apparent’s media division has seen 88 per cent growth over the past 12 months across […]
Ladbrokes has launched its latest brand campaign in Australia, ‘Ladbroke It’, featuring Mark Wahlberg via creative agency Thinkerbell and production company Finch. You can check out the series of ads here. The new national campaign is aimed at making horse racing even more exciting, and sees Wahlberg star as ‘Mike Iceberg’, Ladbrokes new (CEO) Chief […]
WPP AUNZ has announced a further strengthening of the Ogilvy brand, with the formation of the Ogilvy Australia Network. By closely partnering Ogilvy brand strategy and creative with opr’s PR and Communications alongside Ogilvy Health, the new formed Ogilvy AU Network will offer a stronger, more simplified and more integrated offer across the region. Specifically […]
‘Speak Up And Save LGBTIQ+ Lives’ is the focus of the newest Behaviour Change campaign, developed by The Shannon Company. The campaign aims to prevent suicide among LGBTIQ+ people aged between sixteen and twenty-seven years, who are five times more likely to attempt suicide than non-LGBTIQ+ people. Transgender people in Australia aged over eighteen are […]
Identity Graphs have emerged as a way to bring customer data together in a centralised place. But when it comes to marketing and discovering new audiences, this technology is about so much more than collating data, explains smrtr’s co-founder and CTO Boris Guennewig. Identity on the internet is a multi-faceted phenomenon. It might exist in […]
https://vimeo.com/515870840. www.savesalla.com In short, we created and launched the “bid” campaign for Salla, a small town from the Finnish Lapland – and the coldest in the region - to host the 2032 Summer Games. The announcement was made on the municipality’s official social media and - as expected - caused weirdness and people started talking about it. After all, how could a super cold small town be able to host the Summer Games? Then at a press conference with the mayor of the city and specialists he revealed that the bid was indeed a climate wake-up call, aimed at drawing the world’s attention to the consequences of global warming and the need for urgent action. Since its launching the initiative has been generating a lot of buzz and gaining support from environmental organizations, activists and the general public. People from more than 60 countries have been talking about the subject, especially in a moment of industries recovery, when the sustainable growth will be essential.
A year of lockdowns and stay-home orders around the world has given consumers more time than ever before to watch all the video content that is currently available across the digital world. The popularity of CTV and OTT services is at an all-time high, as viewers embrace the flexibility and viewing habits they enable. “That […]
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.