ABOUT

Brief

Fountain is a hard seltzer brand that recently launched in the UK. In simple terms, hard seltzer is sparkling alcoholic water.

The problem is that UK consumers aren’t widely aware of what a hard seltzer product is. It is still a relatively unknown category in the UK, unlike the significantly more mature US market.

We had an initial couple of meetings with Fountain who were considering commissioning a Summer festival-focused educational campaign to build awareness of the category and to ultimately get ‘Fountain cans in hands’.

Concept

In response, the team at Creative Clinic got together and proposed potential activation concepts, messaging, landing page designs and prospective outdoor poster creatives to see if Fountain might be interested in developing these ideas with us in the future.

Presented here are a selection of these pitch concepts as provided to the client. As yet, these remain just concepts on the agency cutting room floor. These were all ideated, copy-written, art-directed and mocked up by our in-house creative team.

Execution

Had the concepts gone ahead, there would have been a selection of outdoor posters produced, supporting on-pack promotions and a web-based music quiz called ‘Hard seltzer, easy questions’– featuring ridiculously simple music trivia questions in order to win tickets to various Summer festivals across the UK.

In addition we proposed a branded-up airstream, a festival stage promoting new talent (Dance in the Fountain) and even an oversized neon, colour changing installation inspired by the Fountain logo to create an Instagramable brand focal point.