Unexpected forms of refreshment in the campaign of Fresz’ soft drinks
Fresz is a young Polish brand of fruit-flavoured soft drinks owned by Hortex Holding SA, a company with a very long tradition in products made of fruit and vegetables. Fresz brand was launched back in 2004 and until last year it didn’t attract much attention with its advertising.
I must admit that the current line of communication is kind of hard to ignore… I’m sure you would agree that catching a glimpse of a snowman who prepares to jump down of a skyscraper makes you stop and stare at the telly. The scene looks a bit like snowman’s suicide, but the resolution takes you by surprise.
There are all kinds of ways to deliver refreshment and Fresz is trying to say that it can provide the most unique ones 😉
Another surprising TV commercial displays a girl who enjoys a sunny day in a park, but when she takes a sip of apple-mint Fresz, a huge whale that rests behind her in a park pond refreshes her with an abrupt shower.
Fresz prepared a special website connected with the TV campaign – www.orzezwienie.pl [“orzeźwienie” means “refreshment” in Polish] with a contest for a photo/film displaying the most original way of refreshing. Additionally, the site contains some games that feature the snowman and the whale that appeared in the TV commercials. You can also check the range of Fresz drinks, watch the TV spots once again and check the gallery of uploaded photos.
The website adjusts to the time of the day, so when it’s a nightime, you can see the moon and dark sky, while during the day it’s bright and sunny.
Another thing that can be set by the user is the temperature – you can choose withing a range of: +50° C to -30° C. When the temperature falls below zero, the snow and ice cover everything, execept for the bunch of young guys who only get some warm caps…Advertising Agency: Euro RSCG Warsaw Media Agency: Mediaedge:cia