Fever-Tree launched a new limited edition cucumber flavour tonic for the Summer and they challenged HRG to come up with creative concepts for how this would be communicated. They wanted the tonic to be seen as the mixer for “the ultimate summer G&T”
We proposed several creative concepts based around product provenance, summery vibes and a feel in keeping with the existing premium Fever-Tree branding. We landed on the campaign line of “A fresh cucumber twist on your G&T” invoking refreshment cues and a serve suggestion to inspire our audience. The platform was then applied to a whole host of consumer facing media in Waitrose, Sainsbury’s and online, as well as some premium buyers boxes to launch the product to the trade.