Fisherman’s Friend celebrates 160 years of staying power with new campaign

AUCKLAND, Today: Fisherman’s Friend, known for its quality and longevity, has launched a new campaign called Refreshing since 1865. It celebrates the brand’s relevance in a world full of short-lived trends.

“As a brand that has stood the test of time, we wanted to embrace this longevity and reflect it in our messaging,” says Sarah Beck, Creative Director at Calibre + Candor.

The campaign highlights how trends, like the return of bell-bottoms and flip phones, come and go, while Fisherman’s Friend remains consistent.

“As a brand that has stood the test of time, we wanted to embrace this longevity and reflect it in our messaging.” – Sarah Beck

”Our world is now overwhelmed with short term fads and trends. Only a select few brands can remain consistent over an extended period, delivering the same quality product over multiple generations.

“At nearly 160 years old, Fisherman’s Friend falls into this category so we thought we would poke a little fun at cyclical trends,” says Nick Dykes, Head of Client Service at Calibre + Candor.

The campaign cleverly contrasts fleeting fads with Fisherman’s Friend’s enduring appeal, reminding consumers of the brand’s timeless quality.

With Refreshing since 1865, Fisherman’s Friend emphasises its heritage, showing how it has thrived while trends have come and gone, and reinforcing its commitment to quality.