The big opportunity 

In a category with everyone fighting to own the same few messages of flavour and indulgence, Fentimans needed to establish itself as not just different, but better.

The big thinking 

Focus on a tangible and compelling differentiator - the unique 7 day botanical brewing process that is used for all of Fentimans' drinks, bringing a unique depth of flavour - then bring it to life in a highly tangible and compelling way = the world’s first 7 day advert. Yes we ran the camera for 7 days/168 hours non stop, as a ginger infusion was created in front of our very eyes, to clearly land the unique process that goes into every drop of Fentimans. Ok, so we also did some playful stuff around the edges to keep viewers engaged, including running a competition for a trip to the Brooklyn Botanical Garden in NYC.

To compliment that we got our speedtalking master brewer (man of many talents), to introduce the 7 day advert in a series of VOD executions. We also made a mural in manchester with hundreds of mini rose prints, built over 7 days, and ran a series of posters and POS dialling up the 7 day message.

The big result 

A 4% uplift in brand awareness across all UK adults.

A whopping 11% regional uplift in brand awareness in the increased media test area of NW England across all adults.

A nearly ludicrous 26% uplift in brand awareness in NW England amongst the core target of 18-24 year olds.

Over 3 million earned media impressions from the PR.