Frezza Branding

Discover the creative strategy behind the Paulig Frezza launch campaign, which introduced Finland’s first cold coffee drink and defined a new market category.

Project Summary

As a ready-to-drink cold coffee beverage, Frezza entered a space where the concept of chilled coffee was virtually non-existent in Finland. The goal wasn’t just to introduce a new product but to create an entirely new category and establish Frezza as the market leader.

Client

Gustav Paulig Finland

Project Scope

Branding, package design and advertising

Note: This project was done while I was in another agency. The result is a compounded effort of the talented professionals I had the good fortune to work with at the time. The reason I’m featuring this project, is that I carried the primary responsibility of the creative end result within this project.

Case Study

The Challenge

The Finnish coffee market is deeply traditional, with consumers accustomed to hot, brewed coffee. Cold coffee was virtually unheard of, and the challenge was twofold: first, to introduce the concept, and second, to convince consumers to try something that defied their expectations. Additionally, we needed to differentiate Frezza from global brands and position it as a high-quality, desirable option.

The Approach

To overcome these challenges, we developed a comprehensive, multi-channel campaign that combined strategic positioning with bold creative execution:

1. Category Creation

We positioned Frezza as the trendy, ready-to-drink coffee for an on-the-go lifestyle, targeting urban consumers looking for convenience and novelty. By emphasizing its unique attributes—cold, flavorful, and refreshingly different—we framed Frezza not as an alternative to hot coffee but as an entirely new experience.

2. Integrated Marketing Campaign

The launch campaign was executed in three phases:

Buzz Generation: Frezza was introduced in stylish cafes and VIP events to establish credibility and build intrigue.
Horeca Launch: The product was made available in key high-visibility locations, supported by sampling and in-store promotions.
Retail Rollout: A mass media campaign, including outdoor advertising and TV spots, created broad awareness, while point-of-sale materials and in-store tastings encouraged trial.

3. Experiential Marketing

To create excitement and drive engagement, we launched the “Frezza Tivoli” roadshow, a mobile activation featuring games, giveaways, and tastings. The roadshow toured key cities, bringing the Frezza experience directly to consumers and creating buzz around the brand.

4. Bold Visual Identity

Frezza’s branding was designed to stand out on shelves, with modern, vibrant packaging that reflected its refreshing and innovative nature. The visuals were consistent across all touchpoints, from outdoor advertising to in-store displays, ensuring strong brand recognition.

The Results

Frezza’s launch was a resounding success:

Achieved market leadership by creating and owning the cold coffee category in Finland.
Exceeded sales targets within months of the launch.
Brand awareness soared, with spontaneous recognition among the target audience reaching 59%.
Established a loyal customer base, with over 80% of initial buyers intending to repurchase.

Key Takeaways

Category Creation: By introducing a completely new concept, Frezza demonstrated the power of strategic positioning and bold execution.
Integrated Marketing: A carefully crafted campaign ensured consistent messaging across channels, driving awareness, trial, and loyalty.
Consumer Connection: Experiential marketing created a lasting emotional bond with the brand, turning curiosity into enthusiasm.

Frezza’s launch earned the AdProfit Grand Prix, an award recognizing quantifiable business results and marketing effectiveness, as well as the Retail Product Launch of the Year. It remains a standout example of how innovative thinking and a well-executed strategy can transform consumer habits and carve out an entirely new space in the market.