Faygo has been a brand that has always fought for shelf space while continuing to create a presence in the soft drink category. Faygo Beverages’ brand has always been considered a “value” brand within the soft drink category. However, in order to gain on market leaders Coke and Pepsi, Faygo was going to need to establish its unique flavors as an alternative to the cola leaders.
The decision was made to target a youth audience that would identify with the flavored fun names. This was achieved by creating a strategy that brought the product to life and give them personalities. The strategy was carried out through point of sale, packaging, truck graphics and FSI ads..