Fentimans drinks marketing, mixed by Momentum.
Over the last 100 years, Fentimans have successfully adapted to an ever-changing marketplace. Now, as one of the UK’s premier soft drink suppliers, social media has become a valuable asset to their marketing plan. After consulting Momentum Social about how to increase their social presence, Fentimans opted to develop an influencer strategy.
A steady flow of content
While drinks reviewers and bars provided a steady flow of specialist content. Momentum suggested lifestyle influencers to differentiate the product into new markets. Rather than solely focusing on product features, influencers illustrate the lifestyle surrounding premium soft drinks. Whether that means glamourising them as an alternative to alcohol, or suggesting the perfect partner for mixing.
Following the success of Fentimans first influencer collaboration, Momentum developed a collaboration with premium spirits distributor; Murissa. This allowed both brands to benefit from the same influencer activity, including photo content, copywriting and bespoke cocktail recipes.
Connecting the industry
While developing influencer marketing activities, Momentum also identified opportunities to place Fentimans products at existing influencer events. In particular, saving the night at Curve Fashion Festival after a supplier pulled out last minute. The positive relationship between the event organiser, Momentum and Fentimans resulted in a solution in under 48 hours.
The future of drinks marketing
Continuing the relationship into 2018, Fentimans and Momentum are already working on potential influencer events. As well as connecting the brand with existing client collaborations. Just as fashion is becoming synonymous with automotive and motorsport, drinks marketing can now be used as a powerful lifestyle tool.
Look out for our next collaboration @momentumsocial_