Frank is a new fruit juice product developed by Frucor targetting the 30 plus market in New Zealand. There’s a real gap in the soft drink market for older drinkers. Everyone’s going after the 15-24 year old market. Once you grow out of this segment, you also grow out of a lot of the soft drink brands – brightly coloured, highly sugary drinks with contrived brand imagery don’t cut it any more.
And if you thought these ads were refreshingly frank, try the TV ads…
Click on the image below to play the video.
http://www.youtube.com/watch?v=58_nCnE4Ces
Credits
The Refreshingly Frank campaign was developed at Colenso BBDO, Auckland, by creative director Richard Maddocks, creative team Dave Govier and Levi Slavin, with photographer Mat Baker.
In positioning the brand, the agency recognised that the 30 plus market were cynical towards soft drink advertising – they’d seen it all before and didn’t buy into it. In fact, they think most advertising is bullshit. And that’s the insight they leveraged in the work.
Frank is a brand that tells you how it really is. It subverts the cliched advertising images we’ve all seen a hundred times and says what we all wished those ads would say – the truth. It’s Refreshingly Frank.