Schweppes’s Frantelle Gets More Personality With New Rebrand

  • Frantelle-3xBotle-Range-LRv1
  • Frantelle-24x600mL-Shrink-LRv1
  • Frantelle-6x1.5L-Shrink-LRv1
  • Frantelle-3xDetail-LRv1
1 / 4

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.

Frantelle-Bike Brick-Wall-LR

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.”

 




Please login with linkedin to comment

david flanagan Don Draper

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]