Froster - 'Bloody zit'

In 2004 Mac's Convenience Stores began to change from a sleepy convenience store chain to an aggressive retailer in search of growth.
Agency: Bos

Froster – “Bloody zit”

Winner: Packaged Goods Beverage - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): 12 months through April 30, 2006.

Start of the Advertising/Communication effort: May 1, 2005.

Base Period for comparison: May 2004 to April 2005.

In 2004 Mac's Convenience Stores began to change from a sleepy convenience store chain to an aggressive retailer in search of growth. They started to look externally at expanding their network. And they looked at existing products for opportunities to grow.

One opportunity was Froster, Mac's brand of Frozen Carbonated Beverages (FCBs). Froster was a high margin brand targeted...

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