Fresh Up as a brand has been in the market for more than a decade and undertook numerous communication in past but still wasn’t able to create a distinct identity and positioning due to wrong targeting e.g. kids who did not eat gum or later going with sensuality based approach which resulted in a confused brand. Sales were stagnant.
C2 created Freshup’s positioning based on ‘Culture of Freshness’, derived from our BRAND PRISM™, used dance and water and an aspirational approach towards building up the communication. “LIFE MEIN FRESHNESS AANAY DO” (bring freshness into life) theme suggested built up on innovative stomp music, college going ‘Fresh & Hip” crowd (the core target audience) and the dance with water splahes was used to build up their visual identity of freshness in the target’s audiences.
The communication proved to be a super hit, effectively doubling Freshup’s sales over a Billion Rupee PKR within a span of months and built up ‘Hilal’s overall brand image’. Freshup today is the no. 1 selling brand in the category.