Fever-Tree Mixer
The best tasting mixer made from the finest ingredients
Using creative and audience strategy to help Fever-Tree Reach new heights in brand awareness
Fever-Tree, a leading mixer brand, engaged our services to boost engagement and awareness in the US markets. FMDM faced the challenge of developing media strategies to breakthrough the noise of a crowded marketing for tonic mixers. We identified pillar periods during January-February for dry months, played heavily into summer vacations, and leaned into the Q4 holidays.
We set out to develop campaigns that would tie into creative assets that are designed specifically to speak to audiences during the pillar months. This strategy allowed our campaigns to tie emotional sentiment with performance creative and paid media placements that drive measurable brand growth and purchase intent in retail.
The premium ingredients and versatility of Fever-Tree tonic were the heroes of video content. These elements work with the brand’s ethos to create a bold and high-quality visual engagement.
Services
- Paid Search
- Paid Social
- CTV MEDIA PLANNING AND BUYING
- Streaming (Hulu)
- Programmatic
- Music Streaming (Pandora)
measured Metrics
measured Metrics
Impressions
+1,055%
Video Views
+305%
Engagement
+245%
The Challenge
Fever-Tree launched a pilot brand campaign through Google’s Accelerated Team (AGT) program and was ready to expand their campaigns with an agency. As a premium mixer brand that have been rated #1 in the United States, we collaborated to define the right audience segment across video, social media, and CTV channels.
It was important for Fever-Tree to increase brand awareness and reach more customers across key markets.
Fever-Tree had a clear objective for their brand to reach as many people as possible through their digital media advertising campaigns — after all, if 3/4 of your drink is the mixer, then you should mix with the best.
As an emerging market leader, in tonic mixer and drinks it was important for Fever-Tree to establish their brand by making customers aware of the best ingredients and flavors of their tonics.
The Work
We spent time understanding the tonic market and what people were looking for in premium tonics.
We built custom audiences we knew had high interest and lifestyle that aligns with Fever-Tree mixer — cooking enthusiasts, people enjoying nightlife, business travelers, avid readers, luxury travelers, business entrepreneurs, foodies, and high-end shoppers.
Our agency’s targeted campaign approach guided the creative process, which pushed the team to optimize the videos produced for ad placements across YouTube, social media, audio ads, and CTV. Continuous optimization of audience layers like age groups, gender, and DMAs delivered engagement metrics that outperformed industry benchmarks year over year. Fever-Tree continues to be the rated top mixer in the U.S.!
The Outcome
Our goal was to make sure Fever-Tree’s brand and drinks were seen by as many consumers possible.
Our video ads were getting well over 70% view rates with CPMs that outperform the sector.
We consistently exceed expectations with high video view rates, lowest cost per view, and industry-breaking engagement.
"FMDM is instrumental to the Google / Fever-Tree partnership. They go above and beyond to co-author strategies and solutions in the clients best interest. Their passion to help grow Fever-Tree's business is second to none. We recommend the FMDM team to any brand that's looking for a partner who cares and do great work."
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