Frank Design 

Frank was originally launched to be a 'simple choice in a sea of complexity'. This was based on the insight that there were loads of offerings in the soft drink category but none that were relevant to adults. With bold and amusing advertising, the brand gained awareness fast. However due to limited distribution outlets and slightly intimidating flavours, frank was seen as a 'treat' rather than being for everyday consumption.

The Objective To reposition Frank as a mainstream brand with edge.

The Insight There needed to be strong flavour cues and a 'no bull' feeling conveyed by the packaging

Catalyst Thinking Flavours, Talking Frank

Result 'Overall, we are very happy with Frank performance since launch of the new pack designs, as sales have grown by 20% and market share of adult CSD's continues to grow as well.' Pip Casey, Category Manager, Frucor

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