Storygelling
TM
helps drinks brands grow
The Proof BOOK THREE
IS A
We help drinks brands to
GROW
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We know that every great drinks brand has a great story behind it. That story might be its heritage. Or the product might contain ingredients that make it different to everything else. Sometimes, it might seem that there isn’t much of a story at all.
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At the fabl, we find your story. First, we get inside your product. Things can sometimes jump out at the tasting stage. We look at who else is in the marketplace and we think about who you are talking to and what you want to say. We know the drinks business inside out and we offer invaluable insights.
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We might even come up with a name for the brand and its positioning in the market. It goes without saying, that this is a hugely important part of the story. We have the knowledge, the experience and the ideas to get it right. Once we have a name, we develop a clear, single-minded strategy.
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Because we know that ideas which gel with people are always simple ones. Someone once said that simplicity isn’t simple. At the fabl, we say that running with simplicity takes courage. To demonstrate the power of Storygelling , we have chosen three drinks brands who have all experienced significant growth through working with us. TM
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Slingsby Gin The Challenge Spirit of Harrogate Ltd is a speciality drinks manufacturer. Slingsby Gin is their flagship brand and we have worked closely with them in its development and growth. The brand has grown around the story of William Slingsby who, in 1571, discovered the unique properties of Harrogate spring water from the Tewit Well. This is a great start to their story, but it needed to be told in an intriguing and interesting way to reflect the brand’s premium nature. Slingsby is a brand with StorygellingTM at its core. The Solution We create and produce a wide range of marketing materials for the brand. This included the development of their story, which can be seen from print ads to the book inside the gift box. The brand has grown and become famous in a relatively short space of time. Everything we create reflects the premium nature of the product and uses a warm and approachable tone of voice.
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The Results After just one year of production, Slingsby had gained recognition on a global scale. We are exceptionally proud that they have achieved a Double Gold medal for Slingsby London Dry Gin, plus they were awarded two medals from the 2016 New York World Wine and Spirits Competition and a Silver Medal at the San Francisco World Spirits Competition. They have built upon their London Dry Gin and have introduced variants such as Yorkshire Rhubarb, Navy Strength and Slingsby Vodka. All are going from strength to strength.
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Carthy & Black The Challenge Intercontinental Brands (ICB), wanted to increase their portfolio of brands with a range of Yorkshire cream liqueurs. ICB came to us to create and build a whole new brand from scratch, including the name, the story and all packaging design. The positioning of the drinks being a celebration of ‘all things Yorkshire’ was agreed - the next stage was to use StorygellingTM - our tried and tested way to find their story and make it stick.
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All three drinks were made using the finest Yorkshire cream. One was blended with whiskey, one with award winning Harrogate Slingsby Gin and the final liqueur was to be created using a combination of gin and lemon. The citrussy addition was inspired by the famous lemon and lime cake, from Bettys of Harrogate. The Solution For many people, the initial reaction was intrigue. “Cream, lemon and gin... Really?” This feedback gave us a great product truth and a unique starting place. We created the brand identity around the idea of ‘Dales of The Unexpected’. These were delicious drinks with an unexpected twist. Our story centred around two proud Yorkshiremen: joint founders Mike Carthy and Marcus Black. We personified them as Yorkshire whippets, decked out in the finest woollen tweeds. The fabl devised a family crest, which celebrates the best of Yorkshire. The elements consist of Ingleborough, Yorkshire cows and sheep along with football, rugby and cricket icons. On either side of the crest are the two suited and booted whippets, posing with cricket bat and ball. The crest is crowned by a cross of Yorkshire rhubarb and the Yorkshire rose. It sits proudly on every bottle.
The Results Launched at the Malton Food Lovers Festival in May 2017, the Carthy & Black story was such a runaway success, they sold out on the first day. Now widely available in 120 Asda stores, Carthy & Black is introducing the best of Yorkshire to the entire nation. So far, this is a story that is definitely sticking.
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Jeeves The Challenge Intercontinental Brands (ICB), the UK’s leading speciality drinks manufacturer, wanted a new look for its fruit-flavoured alcoholic mixer drink, Jeeves.
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The Solution Having thoroughly investigated Jeeves’ market, potential customers and the values and ideas of ICB behind the product’s revamp, the fabl concluded that the landscape for value-brands in the UK had massively changed over the last ten years. In constant pursuit of a bargain, savvy shoppers no longer put brand names first. They are happy to choose value-brands as long as they believe they are not compromising on quality or style. To appeal to this shopper, the fabl recommended that ICB’s value-brands be more confident about their positioning and develop their own style and personality. We recommended that Jeeves be repositioned as a ‘serious, value-for-money alternative’ to the market leader rather than a ‘cheap copycat’. Fruit punches are a traditional summer drink and with quintessential Britishness riding high, this trend was a perfect fit for Jeeves. To reflect its mass appeal, inspiration was taken from popular vintage fashions and styles. This fitted the fun and relaxed personality of the drink and the potential customers. To extend Jeeves’ appeal throughout the year and add interest, we used StorygellingTM to create a summer and a winter version of the bottles, with alternative serving suggestions to match.
The Results Tesco loved the new-look Jeeves, displaying it on premium end of gondola positions. Consumer media was intrigued by the story-style labels and our PR story was picked up by targeted national magazines such as Real People as well as food and drinks bloggers.
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As you can see, StorygellingTM really works.
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If you have any new drinks brands or have projects in the pipeline, we would love to chat. You can reach us through the usual channels. Feel free to get us on any of the below:
01756 636777 ď‚™ @wearefabl Mags Walker, Managing Director Nesfield House Broughton Hall Skipton North Yorkshire BD23 3AE
Photographs courtesy of Intercontinental Brands (ICB)
Nesfield House, Broughton Hall, Skipton, North Yorkshire BD23 3AE storygelling@thefabl.com
01756 636777
@wearefabl