In a category experiencing strong overall growth, the Frantelle brand was losing share due to increasing pressure from private label and budget brands.
The challenge was to create a compelling brand story for a trusted Australian brand with high awareness, but needing to differentiate itself from other waters.
With rational benefits so difficult to differentiate in bottled water, an entirely emotional reason to believe was required. Asprey gave the brand a distinctive personality and tone of voice to re-engage with bottled water consumers.
The solution breaks new ground in the water category by building a bold, motivational and fun call to action on each pack format that’s specific to its primary usage occasion. The brand story was built around lightheartedly encouraging people to think about the need to keep hydrated and the occasions when water would be handy and by drawing on some iconic Aussie symbology to reinforce the brand’s heritage and newly found wit.
The new look Frantelle is anything but boring – it’s contemporary, witty, energetic, and stands out in a sea of bottled water sameness.
Murray Raeburn, the group category manager – non carbonated at Schweppes said, “This reinvention of our Frantelle brand has generated great excitement both here and with our customers. It is precisely the kind of brand expression we were looking for, and has the confidence and warmth to truly engage with modern water consumers.”
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