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Overview
Frazil is more than just a frozen drink - it’s a nostalgic, colorful symbol of summer. Sold in gas stations across the country, it’s known for its iconic blue and red swirl and playful “Greatest Slush on Earth” tagline. But as summer approached, Frazil’s marketing team faced a challenge familiar to many CPG and beverage brands: how do you stand out in a season where every brand is shouting “refreshment,” “cool down,” or “summer vibes”?
That’s where our team at Beckert Media came in. Partnering closely with Frazil’s internal marketing team, we set out to create a campaign that could be executed across hundreds of retail locations, deliver measurable foot traffic, and bring the joy of Frazil back to the forefront of local communities. The solution had to be simple enough for franchise and station-level execution - but powerful enough to drive real brand lift.
Our insight was rooted in emotion, not just promotion. We realized that Frazil isn’t competing with soda or energy drinks - it’s competing for moments. That first summer sip, the “let’s stop and grab one” car ride, the shared smile at the counter. Those moments are free - but the drink doesn’t have to be.
Enter Free Frazil Friday - a nationwide summer event designed to celebrate Frazil fans and invite new ones in. Every Friday, anyone could walk into a participating gas station and grab a free small Frazil - no strings, no app, no catch. Just pure, nostalgic joy.
Our creative team crafted an adaptable visual identity - bold summer gradients, playful copy, and snackable digital content designed to run seamlessly across Meta, TikTok, and in-store screens.
In collaboration with Frazil’s in-house design and marketing teams, we delivered not just a campaign - but an experience that resonated across generations and brought the brand’s “Greatest Slush on Earth” promise to life in a whole new way.
Results
The results were as refreshing as the product itself. In just a few short weeks, Free Frazil Friday became a genuine phenomenon among local gas station customers and online fans alike. The simplicity of the concept - paired with bright, eye-catching creative and community-driven execution—helped the campaign outperform expectations across nearly every metric.
Foot traffic spiked at participating convenience stores, with some reporting double-digit increases in Friday visits compared to baseline weekends. Consumers shared their experiences online, organically generating user content of kids with bright blue tongues, families on road trips, and first-time Frazil drinkers tagging #FreeFrazilFriday.
Digital campaigns tied to the promotion achieved above-average engagement rates on Meta and TikTok, outperforming benchmark CTRs for regional beverage promotions by over 35%. Brand sentiment also shifted upward significantly - survey data from participating regions indicated a 20%+ increase in brand lift, particularly among Gen Z and millennial audiences who associate Frazil with fun, nostalgia, and local community moments.
Perhaps most tellingly, the campaign reenergized Frazil’s internal marketing and creative culture. It provided a shared success story across departments - demonstrating that a simple, emotionally driven idea could outperform complex discount strategies.
The campaign’s success laid the foundation for an annual summer tradition and opened doors for future brand activations tied to seasonal moments. It reminded both teams that creativity doesn’t always mean complexity - it means clarity, timing, and emotional connection.
Conclusion
Free Frazil Friday proved that even the simplest creative ideas can create outsized results when rooted in emotion, timing, and collaboration. By aligning creative strategy with business reality - retail logistics, consumer behavior, and digital shareability - we helped Frazil not only increase traffic but also build deeper brand love.
The 20%+ lift in brand recognition and positive sentiment showed that when you remove friction and add delight, people respond. Consumers didn’t just see Frazil as another convenience store product - they started seeing it as part of summer itself.
For our team, this campaign reaffirmed the power of Creative Strategy as a discipline - not just about making ads, but about identifying the right human truth and building everything around it. For Frazil, it created a playbook for future campaigns: one that marries operational simplicity with creative brilliance, and community participation with national relevance.
“Free Frazil Friday” became more than a summer promotion. It became a shared experience that celebrated everything the brand stands for: fun, flavor, and freedom from the ordinary.
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