Brand Slam: Fever-Tree vs S.Pellegrino
We pitch the experiential activity of water brands Fever-Tree and S.Pellegrino against each other.
The tonic water brand has worked with agencies including Muster on its activations, as well as partnering with sporting events such as Cowes Week and drink-themed festivals.
@FeverTreeMixers has 21.8k followers on Twitter, while @fevertree_uk has 49.5k followers on Instagram; there are just under 40,000 likes on Facebook.
Fever-Tree returned to the Manchester Food and Drink Festival for a second year last September, staging a specially-built 'Gin Garden'. The structure was housed at the Festival Hub on Albert Square for the duration of the event and aimed to be a city-centre oasis, created as a haven to true gin appreciation. Inside the garden, Fever-Tree hosted the 'ultimate G&T bar', which served up a selection of gins paired with its range of tonic waters and a selection of garnishes, allowing festival-goers to create their very own, bespoke 'ultimate gin & tonic'. Fever-Tree also hosted a pop up at Cowes Week in 2016, hosting a gin and tonic bar featuring the brand's new aromatic tonic water.
The brand staged an escape room game at Imbibe Live in early July to mark the launch of its new range of dark spirit mixers. The game aimed to immerse guests in the brand's history, and was played against the clock aiming to inspire, entertain and educate participants. Those taking part were asked to complete a number of tasks, which requires them to taste, smell and recognise Fever-Tree’s dark mixers before going onto complete a final puzzle to escape the game and claim victory. The experience will be repeated at this year's London Cocktail Week, taking place in October.
Nestle Waters brand S.Pellegrino has worked with a range of partners to stage events, such as Michelin-starred chefs, summer festivals and retailers.
@SanPellegrinoUK has 1,535 followers, while its Instagram account @Sanpellegrino_official has 31.8k followers; its Facebook page has 562,564 likes.
Last August, the brand served cocktails to festival-goers at Wilderness from a pop-up bar, in celebration of southern Italy. The ‘Piazzetta Di Sanpellegrino’ bar served cocktails made with San Pellegrino beverages in an alfresco garden setting. The brand also hosted an ‘aperitivo hour’ for one hour each day, treating guests to pre-banquet cocktails, complementary rustic food platters and the chance to socialise before attending the Wilderness feasts, banquets and chefs tables. Earlier in 2016, S.Pellegrino staged its Young Chef competition, which comprised a number of live cooking events. It marked the second year that S.Pellegrino has hosted the international project to seek out the world’s best chef aged 30 and under. The inaugural event saw more than 3,000 applications submitted, with the live final held in Milan in partnership with Vogue Italia.
S.Pellegrino launched its 'Itineraries of Taste' dining experience in July in London. The dining experience, which is taking place every Tuesday from 18 July to 8 August at Harvey Nichols' Fifth Floor Terrace, invites guests to explore their tastebuds with a four course menu cooked by critically acclaimed chefs, including Chris Denney, Lee Westcott and Marianne Lamb Cocktails made with S.Pellegrino are also on offer for diners.
Both brands have elevated the status of sparkling and tonic water, by showcasing innovative activations including cocktail pairings and food and drink experiences. Fever-Tree, however, has taken this one step further with its take on an escape-themed game, offering consumers an original way to interact with the brand.