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
|
Credits
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)