Fresh Up (Frucor Beverages) – Fresh Yourself Up

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to be trying too hard to appeal to the market.

Fresh Up (Frucor Beverages) – Fresh Yourself Up


FMCGColenso BBDOFresh Up (Frucor Beverages)Fresh Yourself Up


Turning a 45-year-old juice brand into one that is cool and accepted by highly fickle 18–24 year olds was no easy task. It could have gone horribly wrong – Colenso BBDO didn't want Fresh Up to look a brand wrestling with a mid life crisis – “try hard”, lame & definitely not cool.

Colenso BBDO knew it was going to be a major challenge to achieve the key goals of making Fresh Up relevant and translating this...

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