Frize sparkling water
New purpose
Purpose :: Futurista
Brand Strategy :: Futurista
Sustainability :: Futurista
Project Management :: Sumol+Compal
Project type ::
purpose
branding
sustainability
Challenge
Frize, a Portuguese sparkling water, was the first to introduce flavours in a traditional Portuguese market, in a time when sparkling water was exclusively consumed for indigestion. Frize is remembered for its fun humorous personality.
This approach was refreshing but failed to associate the brand with its 100% natural ingredients, something that gained importance over the last years. The Portuguese consumers have been abandoning soft drinks and entering water markets. The sparkling water segment has been growing with these new consumers.
As other competitors, Frize has been trying to reinforce this natural side in the brand but it has not been easy because there is a tendency to more serious approaches to naturalistic concept and difficulty to mix it with fun.
Frize had defined its brand essence as good natured (natureza bem disposta) and asked Futurista to validade it and to materialise in an engaging and memorable way.
M01
Competition good mood makes Frize “good natured” concept undifferentiated
Process
After analysing consumers’ perception and buying behaviour about Non Alcoholic Beverages (NAB), we concluded that the natural attribute is important to the brand.
The brand essence defined as “good natured” is not enough to position Frize: being good natured is a personality and suggests a tone of voice — a mood that almost all the brands in the NAB market portray, to some extent (M01).
M01
Competition good mood makes Frize “good natured” concept undifferentiated
Process
After analysing consumers’ perception and buying behaviour about Non Alcoholic Beverages (NAB), we concluded that the natural attribute is important to the brand.
The brand essence defined as “good natured” is not enough to position Frize: being good natured is a personality and suggests a tone of voice — a mood that almost all the brands in the NAB market portray, to some extent (M01).
Solution
If we think of Frize’s history, we easily understand that its essence is deeper than just being in good spirits. Frize revolutionised the market by questioning conventions. Its humour is not superficial: it destroys clichés, challenges preconceived ideas, and is daring.
The solution we explored was to take this boldness further and use it to stand for nature. In our proposal, Frize was to become an activist, use humour as a weapon, do the unexpected, the unusual, the unthinkable, the impossible to change the way nature is treated.
The purpose, which became the tagline, is based on this irreverent posture: Frize agita as águas (Frize stirs up stagnant waters). Futurista developed a set of actions to materialise the potential of such a brand purpose.
F01
Reverence vs Irreverence
re.ve.ren.ce
noun
• a feeling or attitude of deep respect tinged with awe; veneration.
• the outward manifestation of this feeling: to pay reverence.
• a gesture indicative of deep respect; an obeisance, bow, or curtsy.
ir.re.ve.ren.ce
noun
• the quality of being irreverent; lack of reverence or respect.
• an irreverent act or statement.
• the condition of not being reverenced, venerated, respected, etc.
• going against the established norms.
M02
Solution inspiration moodboard
