After a fantastic year of growth, premium tonics brand Franklin & Sons targets London consumers
Franklin & Sons forecasts its advertising, launching this week, will hit a reach of over 9 million as it appears across key central London locations throughout this crucial trading period.
Premium drinks brand Franklin & Sons continues to build on its fantastic first year success by investing in key underground across track tube locations. The campaign utilises a mix of major commuter and tourist sites including Oxford Circus, Convent Garden, Green Park and Canary Wharf. The advert features the brands classic Natural Indian Tonic Water, as part of their ‘In the best of spirits’ marketing campaign.
Throughout the festive season, the call for more premium products in the FMCG sector heightens with brands experiencing double digital sale uplifts*. The Franklin & Sons tube adverts will first appear December 5th, and will run for the following two weeks to coincide with this crucial time period.
Justin Horsman, Brand controller at Franklin & Sons says the campaign is an important element of the marketing investment for the company. “Our first ever advertising campaign on the Tube signals a gear change in the level of marketing support for Franklin & Sons in the UK, as we continue to win listings and grow our market share. This campaign demonstrates to consumers the difference that Franklin & Sons makes to the best of spirits. It is fantastic we are able to support both on and off trade accounts during this busy trading period.”
With London fast becoming the frontrunner for the best food and drink offerings in the world, tube advertising is a perfect fit for the Franklin & Sons audience. Studies show 79% of commuters have responded to a tube ad, with underground travellers welcoming advertising and being more receptive as a result. A staggering five million passenger journeys are made daily, with a 3 minute average platform dwell time.* This ensures the Franklin & Sons advert will allow consumers to view and absorb key product information as well as ensuring retention, recall and ultimately motivating them to purchase.
“We have an award-winning range of tonics and mixers to match the ever-increasing range of gins available to London’s discerning drinkers, who clearly want a wider choice than the tonic brands already on offer. The craft spirit revolution has brought with it demands for high quality, authentic tonics and mixers with heritage – and that’s what we’re delivering at Franklin & Sons.”
*Source – GBL data
*Source – Exterion underground platform neuroscience study 2016
Franklin & Sons are a range of five premium soft drinks first created by brothers, George, Frederick and Albert Franklin in 1886. The brand has launched a range of botanically crafted tonics and mixers to enhance the flavour of the finest spirits and alcohols. Overwhelmed with the response from the soft drinks range launched in May, it is a natural step forward to offer premium mixers as part of the Franklins & Sons exclusive portfolio of five premium soft drinks. All of the Franklin & Sons drinks use only natural flavours and extracts with no artificial sweeteners or preservatives. With the exception of Ginger Beer & Malted Barley, the rest of the range of gluten free.
The flavours include:
Sicilian Lemonade & English Elderflower with crushed juniper opens with a wash of citrus balanced with a hint of juniper, which subtly and gently fades to the refreshing, floral tones of elderflower.
Wild Strawberry & Scottish Raspberry with cracked black pepper delivers an initial burst of summer fruit, which slowly softens to reveal a subtle hint of pepper, which perfectly complements the sweetness of the berries.
British Dandelion & handpicked Burdock with star anise a new twist on the classic. Inspired by the traditional process of fermenting dandelions and burdock thistle roots, the initial burst of fruitiness blends to a delicately spicy finish with tones of aniseed.
Cloudy Apple & Yorkshire Rhubarb with cinnamon perfectly balances tart rhubarb flavours and subtle cinnamon tones with the sweetness of real apple juice to deliver uniquely refined refreshment.
Ginger Beer & Malted Barley with a squeeze of lemon brewed malted barley, ginger & lemon, the immediate spicy tones gently build before fading to a refreshing, soft citrus finish.
Indian Tonic Water
A delicate blend of sparkling spring water, botanical flavours with sparkling quinine and cinchona bark extract.
Light Tonic Water
A low calorie blend of sparkling spring water, natural botanical flavours with quinine and cinchona bark extract.
Sicilian Lemon Tonic
A unique blend of sparkling spring water, lemons and natural botanical flavours with quinine. Blends perfectly with gin, vodka or enjoyed as a straight up refreshment.
Original Ginger Ale
The finest blend of natural ginger flavours, root ginger extract and sparkling spring water. Perfectly partnered with dark rum for a sophisticated, spiced cocktail.
Global Brands is the UK’s leading independent drinks brand development business. It owns, markets and distributes a collection of products across the RTD, premium soft drinks, spirits and beer categories internationally.
Founded in 1997, having spotted an opportunity in the booming RTD category, Global Brands shot to success with RTD brand VK. This entrepreneurial vision has subsequently generated a portfolio of marketing leading products, which has put Global Brands on the path to be the UK’s number 1 drinks company.
Global Brands’ line up now includes fantastic brands, such as VK, Hooch, Franklin & Sons premium soft drinks and tonics, Hoopers and Amigos Tequila Beer.