One cocktail mixer brand is bringing attention to the
non-alcoholic part of a drink.
Fever-Tree is a premium non-alcoholic brand that produces tonics, ginger beers and ales, among other cocktail mixers. After recently entering into a strategic
partnership with Molson Coors, Fever-Tree's first campaign, “Mix With The Best,” rolls out nationally this month.
The work was created to highlight “how mixers play a
critical role in elevating cocktail occasions,” and to communicate that while consumers care about “their spirits, glassware and garnishes, they should also care about their mixer,”
according to the brand.
The hero spot, seen here, created by Droga5, depicts bars across the country where
bartenders mix cocktails with Fever-Tree products, with a voiceover stating “A bartender’s best kept secret… is now your secret too.”
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“If three-quarters of your
drink is the mixer, you should be mixing with the very best,” said Fever-Tree CEO Tim Warrillow, in a release. “This campaign marks a major milestone for the brand in the U.S. -- not only
as our first national advertising push but bringing our mixers to more people with our increased distributor footprint.”
The campaign will run on sports, entertainment, and cocktail
culture media such as the Kentucky Derby, ESPYs, Wimbledon and the U.S. Open. Various executions will continue across TV, online video paid and organic social media.
Launched in 2005,
Fever-Tree gets its name from the Cinchona Ledgeriana tree, commonly known as the “fever tree,” which is the source of natural quinine used in the brand’s tonic water.