The press activity, created by ad agency Brave, launches on 7 November and will run into next year. It will focus on the additives that Fever Tree's rivals use in products.
The first creative features the brand's tonic water and carries the line: 'Fancy a Gin and ToniC7H5NO3S? Thought not'. The ad's copy explains that this refers to the chemical formula for the artificial sweetener saccharin, used in mixers by some rival brands.
The campaign will run in the nationals' colour supplements and food and lifestyle titles.
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