The campaign, called "Fentimans taste demonstrations", is made of three 30-second ads featuring Arthur, a Victorian-style taste-tester, who compares Fentimans with other soft drinks.
The ads each focus on a different Fentimans adult soft drink -Curiosity Cola, Victorian Lemonade and Ginger Beer.
Each ad is presented as a Victorian product demonstration, in which Arthur tastes an ordinary soft drink and compares it against one of Fentimans' drinks.
The character then has to demonstrate the drinks' taste "kick" by enduring painful comparisons, including a kick in the groin from a large man and being pelted by lemons.
The campaign, launched this week, will run across YouTube and online networks TV Catch Up, Unanimis Network and Unruly Media for one month. Media is handled by The Media Shop.
Vic Polkinghorne, creative director, Sell! Sell!, said: "If you have a strong product, we think any advertising that doesn't communicate how and why is potentially wasting valuable marketing money.
"The brief for this campaign was actually quite difficult, because the ads needed to introduce Fentimans to new people, but we felt it was important to communicate strongly why their drinks are superior at the same time."Creative agency: Sell! Sell!
Copywriter: Sell! Sell!
Art director: Sell! Sell!
Media agency: The Media Shop
Production agency: Gas & Electric
Post production: Gas & Electric
Director: Sell! Sell!
This article was first published on campaignlive.co.uk