In a category with thousands of new elixirs promising a quick fix, FRS moves the other way. FRS is the healthy drink that naturally maintains the body’s energy. Ups are not followed by downs. For FRS, steady wins the race. From this, the team developed its market position and line – Don’t Crash. And FRS has the king of Don’t Crash, Lance Armstrong, as a tester and on its board of directors.

The work started where it was needed most – the product. From the can, to the shipping boxes to on-shelf materials, the packaging was given a fresh design. This influenced our the rest of the communications including out-of-home, booth videos, event presence and on-line.