Froosh: From nobody to Nordic number 1

Agency: Pearlfisher
Client: Froosh
Category: Brand identity, Design and implementation under £100k

Executive summary

Froosh, the Nordic pure fruit smoothie brand, was fading fast, in the months prior to relaunch, volume across its core markets of Denmark, Finland and Sweden was either in decline or growth was sluggish.

The taste or quality certainly wasn't the problem - Froosh has held the coveted Børsen Award, Scandinavia's most prestigious food award, for the past two years.

The issue lay with the unappetizing and unappealing brand identity. It had zero shelf standout and failed to communicate the fruit-only message in a way that tickled people's tastebuds.

In May 2010 the new Froosh brand identity began hitting the shelves in Sweden, Denmark and Finland and from third on the podium it's now the number 1 smoothie brand in the Nordics and selling more than double the volume compared to pre-launch. No advertising, price promotions or trade promotions aided this success. The only change was the brand identity design.

Project overview