Fisherman's Friend Makes Its Cola Variant Permanent With an AI-Generated Nightlife Spot
Updated: 3 days ago
Fisherman's Friend is making its Cola flavour a permanent line, with a social-first campaign by agency WeCreate that pairs authentic social content with a fully AI-generated nightlife film.
What Fisherman's Friend launched
Hamburg social-first agency WeCreate has created a campaign positioning the Fisherman's Friend Cola flavour around nightlife and going-out culture, as the product moves from a 2024 limited edition to a permanent line. The work blends authentic social assets with a fully AI-generated motion-picture spot, running vertically on TikTok and Instagram.
It is a small product update turned into a campaign with a cultural point of view.
Why it matters
The interesting choice is the deliberate mix. Rather than going all-in on AI or all-in on raw social content, WeCreate pairs a polished AI-generated film with authentic, human social assets — using each for what it does best. AI supplies the stylised, expensive-looking hero; real content supplies the credibility.
Our read: this is a sensible template for AI in brand work. A fully AI spot alone can feel slick but soulless; authentic user content alone can feel cheap. Combining them lets a mid-sized FMCG brand punch above its production budget while keeping the human texture that makes social content trusted.
What businesses should do
Stop treating AI and authentic content as an either/or. The strongest current model is a blend — use generative AI for the stylised, costly-to-shoot hero moments, and real, human-made content for credibility and connection. Match the tool to the job.
And use flavour or product news as a reason to show up. Fisherman's Friend turned "the Cola one is here to stay" into a nightlife story with a point of view. Even a small product update is an excuse for a campaign if you give it a cultural angle.
Quick FAQ
What is Fisherman's Friend's new campaign?
A social-first campaign by WeCreate positioning its now-permanent Cola flavour around nightlife, blending authentic social content with a fully AI-generated film.
Was the Cola flavour new?
It launched as a 2024 limited edition and is now being made a permanent product.
Why mix AI and authentic content?
AI supplies a stylised, high-production hero film while real social content supplies credibility — each doing what it does best.
The smart move isn't AI versus authentic content — it's both. A fully AI film alone can feel soulless; raw user content alone can feel cheap. Blending them lets a mid-sized brand punch above its budget while keeping the human texture that makes social trusted. — Daniel Nikolla, Founder of Merx Marketing
AI and authentic content aren't an either/or — the strongest social work blends a stylised AI hero with real, human content, each doing what it does best.
Where could AI raise your production values without stripping out the human texture that makes content trusted?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, prmitteilung.de.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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