OUGD503 Studio Brief 1 - YCN Fever Tree - Brand Research
Brief Background
Gin and Tonic is in vogue yet what a lot of people don’t know is that the discovery of quinine, tonic’s key ingredient, was one of the most significant discoveries in medical history. Quinine’s anti-malarial properties have saved millions of lives since the early 1600s and now, we want to help bring an end to malaria and save millions more lives from this preventable and treatable disease. Malaria is a disease that still kills approximately 180,000 children under five each year in the Congo – the very area where we source our quinine.
Over the next 5 years, we are committed to raising money for our charity of choice, Malaria No More UK. One of the ways we intend to do this is to launch a series of limited edition 500ml bottle wraps each year, to coincide with World Malaria Day (25th April). The designs will be inspired by the countries affected by the disease and Fever-Tree will make a donation to MNMUK for each limited edition bottle sold.
Advertisements
It is useful to look into Fever Tree's current advertising to gain perspective on how Fever Tree is portrayed as a brand. As Fever Tree Tonic is currently named as one of the best Tonic Waters by the worlds top 100 bars, it is clear that they strive to delivery excellence. It is also clear from their target audience and their advertisements convey this. This is used though elements such as the use of gold in the advertisements and choice of words i.e. 'best'. They have a very sophisticated and luxurious style to them with high quality tone of voice conveying prosperity.
Gin and Tonic is in vogue yet what a lot of people don’t know is that the discovery of quinine, tonic’s key ingredient, was one of the most significant discoveries in medical history. Quinine’s anti-malarial properties have saved millions of lives since the early 1600s and now, we want to help bring an end to malaria and save millions more lives from this preventable and treatable disease. Malaria is a disease that still kills approximately 180,000 children under five each year in the Congo – the very area where we source our quinine.
Over the next 5 years, we are committed to raising money for our charity of choice, Malaria No More UK. One of the ways we intend to do this is to launch a series of limited edition 500ml bottle wraps each year, to coincide with World Malaria Day (25th April). The designs will be inspired by the countries affected by the disease and Fever-Tree will make a donation to MNMUK for each limited edition bottle sold.
Target Audience
Our existing and potential consumers span a broad 35 – 65 age range. They are driven by quality and are prepare to pay more for it. Many a prosperity towards G&T and will choose premium brands of spirits over own brand labels.
Our existing and potential consumers span a broad 35 – 65 age range. They are driven by quality and are prepare to pay more for it. Many a prosperity towards G&T and will choose premium brands of spirits over own brand labels.
Advertisements
It is useful to look into Fever Tree's current advertising to gain perspective on how Fever Tree is portrayed as a brand. As Fever Tree Tonic is currently named as one of the best Tonic Waters by the worlds top 100 bars, it is clear that they strive to delivery excellence. It is also clear from their target audience and their advertisements convey this. This is used though elements such as the use of gold in the advertisements and choice of words i.e. 'best'. They have a very sophisticated and luxurious style to them with high quality tone of voice conveying prosperity.
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