Fentimans, the botanically brewed soft drinks and mixers brand, has unveiled a new visual identity as part of its first-ever ad campaign for its mixers range, following new consumer research.
The research, which was conducted by the Northeast based drinks brand as part of their 2022 Trends Report, shows that 52% of consumers regularly buy ‘premium’ drinks, with 33% willing to spend more on drinking even with increased prices. The data also showed that since the pandemic, 42% of consumers seek sociable get-togethers in the re-opened market.
It’s with this demand for sociable get-togethers that the new format of 6x 150ml cans is designed for, allowing the brand to tap into these more consumer consumption occasions. The cans are available in its best-selling mixer flavours, Rose Lemonade and Ginger Beer, along with their Premium Indian Tonic Water and Valencian Orange Tonic Water flavours.
Fentimans mixers’ new identity isn’t just in the form of cans however, with the bottles having a new look too, and featuring a new end line “Botanical Alchemy in Every Drop”, which has been designed to highlight Fentimans’ complex, inhouse craft brewing process. This new identity was created in partnership with the Orange Panther Collective and brings its sociable yet premium proposition to life in a relevant yet distinct and emotive way.
On the new visual identity, Ellie Jones, Senior Brand Manager at Fentimans, explained: “Our latest market report shows that on and off Covid restrictions since March 2020 has caused a pent-up demand for socialising and creating memorable moments. This desire for high-quality, experience-led occasions has resulted in increasing trade-ups of drinks to more premium alternatives.
“Research shows that consumers can taste the difference with Fentimans and we want to celebrate our distinctness and support our partners with its premium positioning. It’s our undeniably complex process that gives our products their complex taste, silky mouthfeel and luxurious body, and ‘Botanical alchemy’ is a perfect way to articulate our ownable and differentiated proposition to consumers.”
The roll-out will be part of a consumer mass marketing campaign in summer 2022. For more information on Fentimans, visit https://www.fentimans.com/trade
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