Introducing ‘Fentiman’, Fentimans’ first brand character aiming to elevate beverage choices.
- Drummond Central leads the campaign marking a strategic creative debut.
- ‘Fentiman’ aims to guide consumers away from substandard drink options.
- The campaign highlights the unique botanically brewed beverages of Fentimans.
- Broadcasting across major streaming platforms and social media to enhance reach.
Fentimans has recently launched its premier brand character, named ‘Fentiman’, aimed at encouraging customers to make better beverage selections. The inaugural campaign, spearheaded by creative agency Drummond Central, marks a significant step in the company’s strategic development. Appointed at the beginning of the year, Drummond Central has executed this strategy by introducing ‘Fentiman’ as a personification of exquisite taste.
Described as ‘a discerning little chap’, ‘Fentiman’ appears to prevent customers from making poor drink choices by politely redirecting them to superior options. Dan Appleby, Managing Director at Drummond Central, expressed excitement about this launch, stating, “Fentiman doesn’t hold back when pointing out the flaws of less-sophisticated drinks and won’t hesitate to give people a polite wake-up call if he feels they need it.”
The character ‘Fentiman’ was developed by Cod Steaks with production oversight by The Gate Films. The campaign’s media strategy and planning have been carried out by UM. The outreach extends across mainstream media platforms such as ITVX and Channel 4’s streaming services. Additionally, the campaign harnesses the power of social media and out-of-home promotional sites to ensure maximum visibility.
Jayne Andrews, Marketing Director at Fentimans, noted, “In a world full of run-of-the-mill soft drinks, it’s the complex depth of flavours that makes Fentimans unique.” She emphasised the company’s desire to replace mediocrity with curiosity, thus making everyday drinking experiences extraordinary. By introducing ‘Fentiman’, the brand seeks to underscore the quality and uniqueness of its botanically brewed offerings.
The campaign also involved O Agency’s handling of PR and experiential social media, underscoring the comprehensive nature of the campaign’s outreach strategy. Mojofuel contributed to the digital aspect through website design and video content creation. The holistic approach signifies Fentimans’ commitment to ensuring their message of quality and flavour reaches a broad audience.
This strategic campaign signifies significant innovation and dedication in the promotion of Fentimans’ distinctive offerings.