In the Nordic region, smoothies were suffering from consumer misunderstanding - people mistook them for yoghurt-based drinks rather than rejoicing in their fruit-only credentials. Our challenge was to disrupt the staid, crowded and confusing category and convey Froosh’s modern attitude to health. The brief was simple. To create “F*cking brilliant smoothies”.
Unexpected, personality-driven statements speak directly to the consumer and create standout on shelves dominated by predictable images of fruit. The colour palette is fresh and contrasting, emphasising the 100% real fruit recipe and communicates the vibrancy of health. Meanwhile, the new logo cleverly links the double ‘o’ to symbolise a simple fruit emblem and is complemented by the bold strap-line that defines Froosh as, fruit: bottled.