How to carve out a larger share of the expanding market by rethinking a well-known local beer-mix brand.

Are you curious how Borsodi Friss got a refresh?

It was one of our most complex jobs in 2020 to create a brand strategy, a new brand identity, packaging and creative platform for Borsodi Friss, one of the local brands of Molson Coors.

The Borsodi Friss product range has been one of the key players of the ever-growing beer-mix market for years. In response to market trends, the product family was expanded with a 0.0% version and new flavours this year. This new product development was accompanied by the development of a complete brand strategy, new packaging and a creative platform.   

In devising the strategy, we aimed to go beyond the clichés typical of the category: a functional benefit-driven approach, the introduction of the fruity flavours and the promise of refreshment. Millennials typically crave new experiences, so the brand has set itself the goal of inspiring them to stay fresh and to notice and explore the colourfulness of the world around them.

This was the thought behind the creation of the

Stay curious

creative platform, in which we create stories around seemingly random but in fact carefully selected fun facts which might interest or surprise our consumers. Just like our products do.

On our key visuals, we also tried to showcase interesting trivia which are not only exciting by themselves, but are also closely related to the product, or more specifically, its ingredients.  

As part of the project, the packaging of Borsodi Friss was also completely redesigned in line with the strategy, resulting in a new look that is streamlined, modern and less masculine than the previous one.

Although the campaign launched in a very turbulent market situation due to Covid and faced many unexpected challenges along the way, the results show that it was worth all the hard work and effort from both client and agency side. According to consumer research the campaign and the renewed brand achieved positive results in terms of consideration and trial, and the new Raspberry-Blueberry variant became the best performing flavour within the portfolio in 2020.

This story is part of a series about rethinking a well-known local beer-mix brand, Borsodi Friss. Read more about the strategy, the creative concept and the design:

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The author(s)

Brigi Csurgó

Head of Strategy