Title	PAULIG FREZZA
Brand	GUSTAV PAULIG
Product/Service	MILK BASED COFFEE DRINK
Category	D03. NON-FOOD
Entrant Company	PULP AGENCY Helsinki, FINLAND
Advertising Agency	PULP AGENCY Helsinki, FINLAND

Name	Company	Position
Antti Asumaa	Pulp Agency	Creative Director
Wolf Virkki	Pulp Agency	Art Director
Joni Karsikko	Forma Design	Graphic Designer
Ulrika Kotimäki	Gustav Paulig Ltd	Brand Manager
Risto Kalsta	Gustav Paulig Ltd	Senior Marketing Manager

Brief Explanation

Frezza needed to find confidence as a brand to give the consumer reassurance, that Frezza is THE credible coffee choice that meets expectations of quality, taste enjoyment and the need for stylish self-expression. Frezza needed to look better than Starbucks' RTD selection, so careful attention to world-class aesthetic and delicious semiotics was key. We could not change the packaging format (recyclable plastic bottle) to meet consumer demand for cup-shaped RTD, so we did our best with the bottle. A new taste variation (Forte) was to be included and the whole product range harmonized with future proof style template for variations.

The Brief

Paulig Frezza has been the pioneer of the ready to drink cold coffee segment in Finland. With the arrival of Starbucks, local giant Valio and various retail label alternatives, the competition in this category has become significantly tougher in recent years. Frezza's product image needed to be renewed to meet the preferences of the urban on-the-go consumer. Frezza needed to look more credible, international and premium to defend its position. The previous soft candy-like image and feel was scratched and the brand and product design was completely renewed for the summer season of 2014.

How the final design was conceived

We set out to find a color palette that would express the delicious milk coffee taste variations. The palette was to tie in the product line without using unnecessary brand colour elements or stiched-on logo elements. We found that the taste expression should be central in communication and creating impulse. The differentiating bold typography fell in to place quite intuitively but the palette and color combinations proved to be quite a challenge to finish right. We also wanted the sleeve to have a matte feel and there needed to be a central place for the quality-driven Finnish manufacturer Paulig.

Indication of how successful the outcome was in the market

The new design was welcomed and embraced by the famously critical Paulig management almost immediately. We felt the expressions of proudness and excitement internally were the keys to a successful re-launch of Frezza. The seasonal sell-in was better than ever with restored faith in the brand. Frezza withstood the test of tough new competition from Starbucks and Valio. As a result, the category itself grew and Frezza maintained its leading position with monthly sales growing compared with previous season. The designs were enthusiastically welcomed by the shoppers and SoMe-audiences (where most of the launch activities were set up)