Fresita brand communication concept

From april 2016 onwards Fresita, dry sparkling wine combined with real strawberry, started to implement a new brand communication concept created by us.

In our target group traditional sparkling wines like cava and prosecco are the most common drinks when celebrating. The current perception of Fresita amongst this group is very girly and sweet – hence it’s been challenging for the brand to gain relevance in these occasions.

However, we saw the opportunity for Fresita to position itself outside formal celebrations, where it factually already has relevance. Instead of putting all efforts on competing against other sparkling wines, we now strive to be relevant in the before and after moments, A.K.A pre party & after party. These moments are already an important part of our target group’s behaviour whenever there’s even the smallest occasion for celebration. Often they are even considered the highlight of the evening – perhaps because of their laid-back nature.

Fresita knows that real perfection lies in the moments before and after.

Client: Fresita (represented by Altia in the Nordics)
Role: Art Director & Concept Designer