Assignment:
To launch a fruit smoothie into the Scandinavian market.
Background:
Company founded by Dean Taylor who originally approached London advertising agencies but to quote Dean, “We found them too expensive for a start-up business”. Dean presented us with a glass of fruit smoothie, and we presented our credentials with the promise that we wouldn’t stop until we got it right.
Insight:
Research revealed that to establish a unique point of difference the brand had to separate itself from the more “earthy” Innocent approach. We targeted time starved, health conscious people. Dean’s brief was based on 5 keywords: Happy, Sunshine, Healthy, Fruit and Fit, and we started creating a brand identity that was urban, straight-talking and had an attitude.
Creative development:
Three approaches were initially presented. It was decided to go with Froosh and all design work, packaging, advertising and point-of-sale was further developed.
Timing:
4 weeks from the first meeting to the initial packaging labels going to print.
Results:
Since its launch 2 ½ years ago, O&G have helped to launch Froosh in Sweden, Denmark, Norway, Finland, Germany and Iceland. Today, Froosh is Scandinavia’s biggest selling smoothie.
Client comments:
“We spent countless hours trying to find a design agency that could meet the challenges of launching an international brand and upon meeting O&G, we knew they had both the skills and dedication to ensure Froosh would meet the expectations of the modern consumer. Two years later, Froosh has become market leader in Scandinavia and we are truly grateful to O&G for being instrumental in our success.”