Fever-Tree Case:
How TV advertising affects awareness and image

Fever-Tree launched a national TV campaign just in time for the start of the summer. The following case shows the influence that the TV advertising had on factors such as brand awareness, likeability, purchase and recommendation.

Medium: TV
Advertising format: TV commercials
Client: Fever-Tree, Paul Ullrich
Sector: Beverage retail
Target group: Quality-conscious consumers of premium drinks aged 21-59
Campaign objective: Increase brand awareness and willingness to buy in German-speaking and French-speaking Switzerland
Timeframe: May/June 2023

"If ¾ of your drink is the mixer, mix with the best" - Fever-Tree is the world's No. 1 premium mixer with its tonics, ginger beers, ginger ales and bitters and has a prominent presence in the retail and hospitality sectors throughout Switzerland. The manufacturer uses only high-quality ingredients without artificial flavors or sweeteners.

Fever-Tree enjoys a loyal customer base with growth potential. The aim of a national campaign was to increase brand awareness and consumer awareness in German-speaking and French-speaking Switzerland and to further strengthen the brand's positioning in the premium segment.

A national TV campaign was designed for Fever-Tree in order to achieve the set goals and spread the key messages prominently and with a high reach. During three weeks in May and June 2023, commercials were broadcast on German- and French-language channels. The advertising message conveyed focused on the high-quality ingredients and exquisite taste of the blenders in line with the brand attributes. The TV campaign was rounded off with the use of replay ads on time-shifted television and advertising on various digital TV platforms of the Goldbach digital TV network.

Immediately after the campaign period, the advertising impact of the TV campaign was examined as part of an online survey. As the results show, the reception of the TV commercials had an impact on various levels:

TV commercial promotes brand awareness
36% of respondents were familiar with Fever-Tree. In terms of spontaneous and top-of-mind mentions, Fever-Tree was even in second place. Among people who had seen the TV commercial, brand awareness was significantly higher than among people who had not seen the commercial, especially among men (+62%) and in the German-speaking Swiss population (+44%).

Positive brand image and high approval ratings
84% of those surveyed who were familiar with Fever-Tree found the brand likeable. Fever-Tree was generally considered to have a good image. For almost all image factors, contact with the TV commercial reinforced the positive statements, particularly in relation to the use of natural ingredients and the tradition of the brand. The use of high-quality ingredients and the exquisite taste of the blenders acted as key messages in the TV commercial.

TV commercial has an activating effect
People who came into contact with the commercial stated more frequently that they had bought Fever-Tree and were more likely to recommend the brand to others. The activating effect of the TV campaign was particularly noticeable among men and the over 50s.

Would you like to find out more about the cases or would you like a non-binding consultation for your next TV campaign? The Goldbach Media team looks forward to hearing from you at [email protected].