Fentimans introduces ‘Fentiman,’ their first ever brand character, in an exciting new campaign by Drummond Central.
- The campaign aims to enhance consumer choices by spotlighting superior beverage options.
- Created by Cod Steaks, Fentiman guides customers from ordinary to botanically brewed excellence.
- The campaign rolls out across ITVX, Channel 4, and various social media platforms.
- This strategic initiative aligns with Fentimans’ long-term brand goals, facilitated by innovative media strategies.
Fentimans has unveiled a character named Fentiman as part of its groundbreaking campaign, marking the debut of Drummond Central’s creative strategy.
Fentiman serves as a quality advocate, described as a ‘discerning little chap’ by Dan Appleby, Managing Director at Drummond Central. His role is to steer consumers towards choosing beverages that stand out for their taste, preventing them from making what Appleby calls ‘fizzy faux pas’.
Jayne Andrews, Marketing Director at Fentimans, expresses the brand’s ambition to change consumption habits, advocating for everyday indulgence in drinks traditionally reserved for special occasions. She highlights the distinctive, complex flavours of Fentimans’ offerings, positioning them as a superior alternative in a crowded market.
The campaign’s production involved collaboration with Cod Steaks for character design, while The Gate Films took charge of the production elements. Media strategy was orchestrated by UM, ensuring broad visibility across major platforms like ITVX and Channel 4.
Additionally, the campaign extends beyond traditional media, engaging audiences through social media and out-of-home sites, thereby reaching a diverse demographic.
The holistic approach, including PR and social media execution by O Agency, and digital content by Mojofuel, aligns with Fentimans’ innovative brand vision.
The introduction of Fentiman is set to elevate Fentimans’ brand presence, illustrating their commitment to quality and innovation.
