Fever-Tree is set to invigorate its presence in the UK market with an exciting new summer campaign, crafted in collaboration with Wieden+Kennedy London. This initiative builds on the brand’s robust momentum as it diversifies from mixers into the realm of premium adult soft drinks.
Backed by a multi-million-pound investment, the campaign will unfold nationwide starting in April, utilizing various channels such as audio-visual media, radio, out-of-home placements, print, and digital platforms.
The campaign is grounded in insightful consumer research, revealing that individuals are increasingly transitioning between alcoholic and non-alcoholic beverages during the same occasion while desiring a consistently high-quality experience.
This trend is encapsulated in the campaign tagline “Straight up or mixed, it’s a matter of taste.” This messaging positions Fever-Tree as a versatile brand that seamlessly caters to both preferences.
Rather than shifting personas, the campaign enhances an already established consumer behavior. Fever-Tree’s expanded range beyond tonic water is rapidly gaining traction, highlighting its relevance for a wider array of drinking occasions.
Whether served as cocktails, long mixed drinks, or premium soft options, Fever-Tree’s portfolio is designed to emphasize flavor, quality, and ingredient provenance, perfect for consumption straight or mixed.
Central to the campaign is an engaging notion: when the taste is exceptional, it’s your choice how to enjoy it. Expressions like “a mixer so good you can drink it neat” and “rum optional” convey this versatility with a light-hearted approach.
The creative component spotlights key flavors such as Ginger Beer and Mexican Lime Soda, alongside the well-established Mediterranean Tonic Water, all showcased as equally suitable for standalone enjoyment or mixed applications.
Commenting on the new campaign, Saskia Meyer, Group Marketing Director at Fever-Tree, stated: “This campaign is about reframing how people think about Fever-Tree at a time when the category is evolving quickly. We’re seeing clear shifts in behavior – moderation, premiumization, and more fluid occasions – and we’re in a unique position to play across all of them. Importantly, we’re doing this from a position of strength. Consumers are already choosing to enjoy Fever-Tree in different ways. This campaign brings that to life in a more visible and confident way. ‘Straight up or mixed’ captures that versatility perfectly. It’s a major moment for the brand and an exciting opportunity for us to lead in this space.”
Joe de Souza from Wieden+Kennedy London remarked: “Throughout the campaign, we made the Fever-Tree bottle the protagonist. Casting it front and center in a set of AV films and bold out-of-home placements allowed the premium drink to embody its new identity as the star of the show. Director and photographer Kate Jackling, primarily known for her work in the fashion and beauty sectors, brought a stylish, fresh perspective that aligns with Fever-Tree’s innovative approach to its drinks.”
As drinking habits continue to evolve, the occasions for consumption have become more fluid, encompassing cocktails, longer mixed drinks, and premium soft beverages within the same context. This shift aligns well with Fever-Tree’s strengths. Anchored in flavor, quality, and ingredient provenance, the range aims to provide a premium experience, whether served straight or as part of a mix.
With a portfolio extending to both mixed and standalone drinks, the brand is poised to seize a valuable opportunity to engage with consumers across a diverse array of modern social drinking scenarios.
The campaign is set to run across the UK during the summer, with plans to expand into additional markets later in the year through activities including:
- AV and online video
- Radio and digital audio
- Out-of-home placements
- Print partnerships
- Retail and social activation
The strategy is designed to guarantee consistent visibility across various everyday and social occasions, effectively reflecting how the brand is enjoyed.
Key Takeaways
- Fever-Tree is launching a new campaign focusing on both alcoholic and non-alcoholic drinks.
- The campaign will utilize multi-channel marketing including AV, radio, print, and digital platforms.
- Consumers prefer high-quality experiences regardless of their choice between alcoholic and non-alcoholic beverages.
- The tagline, “Straight up or mixed, it’s a matter of taste,” emphasizes the brand’s versatility.
- The campaign showcases premium flavors like Ginger Beer and Mediterranean Tonic Water.
- The brand aims to reinforce its identity as a leader in modern drinking occasions.
FAQ
What is the aim of Fever-Tree’s new campaign?
The campaign aims to reposition Fever-Tree by highlighting its breadth as both a mixer and a standalone beverage.
When will the campaign launch?
The campaign will start in April and run throughout the summer in the UK.
What channels will the campaign utilize?
The campaign will use AV, radio, print, digital platforms, and out-of-home advertising.
What tagline is being used for the campaign?
The campaign is centered around the tagline “Straight up or mixed, it’s a matter of taste.”
What types of beverages does Fever-Tree offer?
Fever-Tree offers a range of premium mixers and standalone soft drinks, including Ginger Beer and Mediterranean Tonic Water.
