Fever-Tree

Fever-Tree approached us to see if a campaign they had developed for the UK market could be adapted for Germany. More specifically, whether the headlines and copy could be translated. In a strategy session, we found that a different approach was needed for Germany - a market where beer dominates. Long drinks or mixed drinks are not in the foreground and are considered too complicated by many. Together with the client, we developed a completely new campaign for the German market. The product takes centre stage as the hero and the simple headline "The best thing that can happen to your drink" establishes Fever-Tree as the ultimate mixer. The subline also explains the right mixing ratio and thus shows how easy it is to mix the perfect drink. Three eye-catching Fever-Tree mixer motifs were created. The drink occasions depicted play with sexuality in ironically charming situations and thus tell little stories that the viewer can discover. The campaign ran as classic out-of-home, digital out-of-home and on social media. The campaign was produced in London by Ilka & Franz and was created during my time as Creative Director at TRACK.