Frize
Só para
bem-dispostos
In Portuguese, there’s a word: maldisposto. It means feeling sick and being grumpy at the same time. And in Portugal, drinking sparkling water is often seen as a cure for when you’re feeling sick: maldisposto. But Frize, a sparkling water brand born to be alternative, wanted to break away from that. Frize doesn’t want to be a cure for when you’re feeling bad. And it definitely doesn’t want anything to do with people in a bad mood.
Frize wanted to say: we are only for those who already feel good. For the opposite of maldispostos, for the bem-dispostos. That’s why our claim was simple: “Frize é só para bem-dispostos.” To prove our point and show that this sparkling water is distinct from the others, we had to take real action. We contractually banned a well-known grumpie, the biggest maldisposto in the country, from drinking Frize. And that’s why we can say: “Frize, it’s not for you, Ljubomir.”
Creative Directors: Nuno Riça & João Amaral | Art Director: Catarina Moura | COPYWRITER: BEATRIZ MARTINHOThen we launched the digital films to show that everyone was in on it.
We started from the beginning: we blocked Ljubomir on Frize’s social media and told everyone about it. What they didn’t know was that he had already signed the contract.
And we went to the streets to show it up close: the farther from Ljubomir, the better.
