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Fever-Tree helps UK drinkers perfectly pair their G&Ts this summer

Premium mixer brand Fever-Tree is rolling-out a fresh new campaign featuring their unique Gin & Tonic Pairing Wheel.

In collaboration with Amsterdam-based creative agency The Brave New Now, Fever-Tree is running a summer-long ATL campaign to help build awareness of its range of crafted premium tonic waters and help consumers discover the perfect tonic water to match the flavour profile of their preferred gin.

Detailed pairing wheel
Pairing tonic to gin

Based on the simple belief that “if ¾ of your drink is the mixer, mix with the best”, Fever-Tree has now released its innovative Pairing Wheel. The Brave New Now’s refreshingly simple campaign reinforces the range of Flavoured Tonic Waters, through bold use of brand colours as well as creating mouth-watering appeal with animated serves and product shots featured in social and large format DOOH sites.

Roger Leebody, creative partner at The Brave New Now, explained: “Our aim was to help G&T drinkers navigate the exploding gin category by bringing to life Fever-Tree’s unique Pairing Wheel in a simple, fresh graphic approach.”

OOH graphics of Fever-Tree campaign

Fergus Franks, Fever-Tree UK brand manager, said: “Bringing our Gin & Tonic Pairing Wheel to life in an outdoor campaign with a new graphic approach has been the perfect way for us to help G&T drinkers discover their favourite G&T pairings and keep exploring the vast array of gins available today.”

The campaign launched over the May bank holiday across tactical digital 6-sheet sites, kicking off the summer mindset using the refreshed brand identity and crave-appeal photography. A full scale DOOH and Social Campaign will help drive impact and awareness across the UK’s major cities all summer long.



Featured by The Drum