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Agency: Identica
Project Type: Produced, Commercial Work
Client: Global Functional Drinks
Location: UK, US & Russia
Packaging Content: Soft Drink

Global Functional Drinks launch a new generation of soft drinks, offering a Millennial flavour-seeker a greater choice in the chiller.

Freshbe will hit the impulse trade to great acclaim, with an extraordinary, high quality range of soft drinks. The full range includes five unique flavours in the UK and US markets: Mojito, Cosmopolitan, Pina Colada, Sex on the Beach, Strawberry Margarita Light (UK), Mai Tai Slim (USA).

Identica’s International Business Director Zukhra Pontey said: ‘we were delighted to bring our soft drinks expertise to bear on the creation of the Freshbe brand. The timings were tight but by working closely with GFD, we were able to complete the renaming and redesign of this exciting new range of soft drinks in six weeks. ‘

Associate Creative Director at Identica, Mike Nash, added: ‘we focused on introducing a much greater level of appetite appeal into the packs, and brought the sophistication of the product fully to life on each pack through careful styling of the brand name and associated on-pack language. We also concentrated hard on giving Freshbe a strong shelf stand out, given it’s a new idea in what is a crowded and highly competitive category. ‘

Sergey Stepanov, International Marketing Director at GFD, said: ‘Identica worked quickly, using the research and market understanding we had gathered, to diagnose what was required to make this opportunity fly. Their strong strategic, design, production, and project management skills meant we were able to relaunch our brand with a revised brand name and a brand new identity in record time. We are looking forward to strong sales as we move towards global roll out.’

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