Frankies – Ambient Campaign
Client: Frankies Olde Soft Drink Company
Product: Soft Drink Range
SMP: Slow down the pace of life.
Target Market: Students, commuters and trend-setters
Media: Ambient
Copywriter: Albert Van Niekerk
Frankies soft drinks have been on the market for quite a while, although having kept a very low profile, they have just recently started distributing through Pick ‘n Pay, giving our lecturers a unique ‘underdog’ brand for our ambient advertising brief. the story of Frankies, is quite interesting, a couple wanting to get away from the hussle and bussle of the city retired to the slow life on a farm where they did the odd farming here and there, kept livestock and ran a guesthouse. After discovering his mothers secret recipe for ginger beer, the husband decided to relive his childhood and started creating this home-made ginger beer and selling it to guests on the farm. After many compliments, he decided to upscale and sell the ginger beer at the local market, and the rest is history. There is a gap in the market for a home-made, quality soft drink, and Frankies fits into this gap perfectly with their range of soft drinks.
We were briefed to create an ambient campaign for Frankies, were we had to come up with 3 different executions all revolving around one thought, we decided on ‘Slow down the pace of life’. This drink should remind you of the old days, how everything in life was slow paced, and things were refined to a standard not seen today.
Our executions revolved around ways of slowing down your life, but without getting in your way or becoming a nuisance.
- A speed bump, slows you down anyway and gives you just enough time to take in the advertising.
- A horse drawn carriage, a different way of seeing the city, this would travel to and from the V&A Waterfront from Seapoint Promenade.
- Loungers and couches, placed in the V&A Waterfront in shady spots for you to just sit down, relax and take in your surroundings rather than speed straight past them.
