Fever-Tree ~ Dry Ginger Ale

Challenge

• Australian’s have been sipping their whisky and dry without giving the 'dry' part a second thought. Fever-Tree was ready to shake things up with their new premium Dry Ginger Ale. But here's the twist - how do we convince people to splash out a bit more cash for their splash of mixer?

Solution

• Strategy: We found there was a whisky and dry wisdom gap. Drinkers were savouring their carefully aged spirits, but then splashing in any old mixer without a second thought. It's like building a gourmet sandwich and slapping on budget bread. Most whisky lovers also didn't realise that their mixers were often packed with artificial flavours and sneaky sugars, potentially masking the complex notes of the whisky that had taken years to mature. We needed to get Australian’s to raise mixer standards and give their premium whisky a mixer companion it deserves.

• Creative: We set out to educate whisky enthusiasts by showcasing the meticulous process behind both premium whisky and Fever-Tree's Dry Ginger Ale. Our campaign highlighted the craftsmanship involved in whisky production, from barrel selection to grain and to aging, then we drew parallels to Fever-Tree's dedication in sourcing and crafting their mixer. We enlisted respected whisky producers and experts to lend credibility to our message: that a carefully crafted whisky deserves an equally thoughtful mixer. Our aim was to encourage drinkers to specifically request Fever-Tree Dry Ginger Ale when next ordering a whisky and dry.