Frank (Frucor Beverages) – Refreshingly Frank

Frucor Beverages wanted to create a carbonated soft drink brand - Frank - into a competitive market, in spite of the presence of big brands with large advertising budgets, blanket distribution and long-established equity.

Frank (Frucor Beverages) – Refreshingly Frank


New Product or Service IntroductionColenso BBDOFrank (Frucor Beverages)Refreshingly Frank


It's no easy task to create a carbonated soft drink (CSD) brand from scratch and launch it into such a highly competitive market. Many brands have struggled against the power of big advertising budgets, blanket distribution and long established equity.

Frank succeeded where others failed. It did this by being brave. Breaking the rules of the category and acting unlike any other CSD. From the product and packaging to the advertising and media strategy – Frank defied...

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