Moving the masses

Fentimans looks to convert customers to premium drinks with new campaign

Fentimans soft drinks
The campaign highlights the range’s flavour.

PREMIUM soft drinks and mixer brand Fentimans is looking to recruit more customers into the category with its biggest marketing campaign to date.

The firm’s new £1.2 million advertising push aims to highlight the “amazing flavour” across the Fentimans range, with a particular focus on attracting younger consumers to the brand.

The national outdoor campaign will focus on key cities across the UK and will be supported by digital, sampling and experiential activity.

The latest out of home marketing spend follows the brand’s Rose on the Road campaign from this summer – which saw a pink Land Rover bearing the firm’s livery travel across the country, stopping off at the Fringe in Edinburgh and St Andrews where the team handed out Fentimans Rose Lemonade – and the launch of two new flavours: Apple and Blackberry, and Pink Ginger.

Andrew Jackson, marketing director at Fentimans, said: “The new brand campaign, with its core message of delicious flavour derived from natural botanicals, aims to attract a younger consumer audience into the Fentimans brand.

“We know from our insight work that flavour and quality ingredients are key preference drivers in this category, and when consumers discover Fentimans, their flavour expectations are usually exceeded.”

Jackson added: “This burst of media, supported by a marketing spend of £1.2m, is another significant building block as the brand gears up for significant growth in both the premium soft drinks and mixer categories in the year ahead.”