Fentimans has launched its first ever brand character, Fentiman, in a new campaign launched this week.
It’s the debut campaign from Drummond Central, after it was appointed to lead its strategy and creative at the turn of the year.
Fentiman – its Ambassador of Exquisite Taste – has a mission to encourage customers to make better beverage choices.
“Fentiman is a discerning little chap who appears when someone is about to make a fizzy faux pas, politely guiding them towards a better tasting beverage,” said Dan Appleby, Managing Director of Drummond Central.
“He 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. We can’t wait for people to meet him.”
The character was brought to life by Cod Steaks, with production by The Gate Films. Media strategy and planning was handled by UM with the campaign being rolled out across ITVX and Channel 4’s streaming services, social media and out-of-home sites.
“In a world full of run-of-the-mill soft drinks, it’s the complex depth of flavours that makes Fentimans unique,” explained Jayne Andrews, Marketing Director at Fentimans.
“Many wait for a special occasion to enjoy drinks like ours, but we’re encouraging people to swap mediocrity for curiosity and make every day exquisite. We could think of no better way to do this than introducing Fentiman, who embodies our brand and introduces consumers to why our Botanically Brewed beverages are a cut above. It’s been great to work with Drummond Central to bring this idea, and Fentiman, to life.”
O Agency is handling PR and social including experiential and organic social media delivery. Website design and video content delivery was handled by Mojofuel.
