Fentimans has debuted its first brand character, Fentiman, in a campaign led by Drummond Central.
- Fentiman’s mission is to guide consumers toward better beverage choices, avoiding ‘fizzy faux pas.’
- The campaign includes media strategies across various platforms including ITVX and Channel 4.
- Fentimans aims to shift consumer habits from mediocrity to the exquisite with its Botanically Brewed drinks.
- Drummond Central, along with Cod Steaks and The Gate Films, brings this vibrant campaign to life.
Fentimans has introduced its first-ever brand character, ‘Fentiman,’ to promote a new campaign spearheaded by Drummond Central. This initiative marks the agency’s first campaign with Fentimans after being appointed to lead its strategy and creative endeavors earlier this year.
Describing Fentiman, Dan Appleby, Managing Director at Drummond Central, articulated that “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.” The character’s role is to highlight the superior taste of Fentimans’ beverages by discreetly correcting beverage choices at opportune moments.
The distinct personality of Fentiman embodies Fentimans’ commitment to quality and excellence in its flavorful, Botanically Brewed beverages. Jayne Andrews, Marketing Director at Fentimans, emphasized that while many reserve special drinks for special occasions, this campaign encourages daily indulgence in exceptional taste. She noted, “In a world full of run-of-the-mill soft drinks, it’s the complex depth of flavors that makes Fentimans unique.”
Supporting the campaign, UK creative studio Cod Steaks collaborated in bringing Fentiman to life, with The Gate Films overseeing production. Media buying and strategic planning were deftly managed by UM, ensuring a broad reach across major streaming services such as ITVX and Channel 4, as well as significant social media and outdoor advertising spaces.
In conjunction to the campaign’s core focus, O Agency takes charge of public relations, enhancing the character’s presence through experiential and organic social media strategies. Mojofuel was responsible for the design of the campaign’s website and the delivery of engaging video content.
Fentimans’ collaboration with Drummond Central heralds a unique campaign, paving the way for refined beverage choices.
