F’REAL ALTERNATE F’REALITY:
On-the-go, blend-it-yourself frozen beverage brand embraces innovation and new technologies to appeal to Gen-Z consumers.
EMERYVILLE, Calif., June 24, 2020 Tactic worked with Demonstrate to create the interactive online experiences for F’Real, that featured within the #FrealAF campaign, bringing the blend-it-yourself experience and consumers' unique blending preferences to life — from beverage type, to flavor to custom level of thickness. Through creative, live experiences and innovative use of popular technologies f'real transports consumers to an "Alternate F'reality," representative of their favorite ways to f'real and the escape its shakes provide upon consumption.
To meet Gen-Z consumers where they are, their mobile devices, f'real has launched, a first-of-its-kind 360° virtual reality experience, created by the Tactic team, bringing the #FrealAF campaign to life through smartphone camera lenses. Utilizing a custom QR code communicated on f'real social channels, digital ad units and blender screens nationwide, the web-based VR experience hosted on freal.com transports consumers to an immersive and interactive Alternate F'reality where distinct blend-it-yourself worlds come to life through a portal inspired by the six recently announced healthier-for-you smoothie and protein shake offerings as well as the classic fan-loved milkshakes. This brand world is filled with f'real shakes and f'real personalities, opening and closing to reveal inner dimensions, as well as thickness-inspired sound to further bring the Alternate F'realities to life.
"As the leading convenience store frozen novelty offering, f'real appeals to our consumers by constantly innovating and embracing new technologies on all fronts," said f'real Director of Marketing, Hayden Perry. "Recognizing that our Millennial and Gen-Z consumers are experiencing burnout culture on a whole new level, we wanted our first-ever consumer campaign to leverage technology that creates a one-of-a-kind customizable experience that is relatable, engaging and simulates the momentary respite that our blend-it-yourself experience provides."
The campaign comes on the heels of the company's recent brand relaunch, which introduced a new visual identity, including an evolved logo, new website and packaging redesign. The relaunch additionally addressed three emerging trends - no/low sugar, protein, and plant-based alternatives, with the introduction of a new line of protein shakes, boasting 15-plus grams of plant-based protein and low added sugar. The new protein shakes are available in three varieties - Cold Brew, Chocolate Peanut Butter, and Salted Caramel. Additionally, the brand debuted reformulated plant-based smoothies, made with real fruit, containing less added sugar and fewer calories, available in three flavors - Strawberry Banana, Mango, and Acai Berry Blast. The new and reformulated blended frozen beverages join the company's current line of OreoⓇ Cookies & Cream, PB Cup made with Reese's, Vanilla Bliss, Chocolate Chill, Cool Mint Chip, and Cake Batter milkshakes, which all feature vibrant packaging that easily delineates each product segment.