Fever-Tree launched a new limited edition cucumber flavour tonic for summer and tasked HRG to come up with the creative concepts. Fever-Tree required the tonic to be discovered as the mixer for ‘the ultimate summery 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 the 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.