Hilal Fresh Up

We uncovered a critical cultural tension: despite being in the market for more than a decade, Fresh Up lacked a humanized identity that emotionally connected with or inspired its audience. It existed as a product — not as a purpose-driven brand.

Leveraging our proprietary Brand Culture Hive Toolkit™, we fused cultural insight with brand truth to redefine Fresh Up’s purpose for modern youth — a generation seeking authenticity, bold self-expression, and joy in everyday moments.

The result was the Culture of Freshness — a strategic cultural positioning that elevated Fresh Up from a center-filled bubble gum into a lifestyle catalyst. This new brand culture symbolized spontaneity, confidence, and youthful energy. Fresh Up now embodied a humanized spirit of living refreshingly real — becoming more than a product, but a daily ritual that uplifted the mood and mindset of its consumers

To align with its new purpose, Fresh Up’s brand voice was redefined to be energetic, unapologetic, and deeply relatable— reflecting the pulse of its young audience.

It wasn’t about telling people to be fresh — it was about letting them feel it. The brand voice was humanized to inspire action, celebrate individuality, and offer a vibrant space where youth could see themselves — confident, spontaneous, and joyfully authentic.

The campaign narrative was a direct extension of the Culture of Freshness — built around unfiltered moments of self-expression, freedom, and joy.
“Life Mein Freshness Aanay Do” became the embodiment of the brand’s new ethos.

From the hip-hop stomp beats to the college-campus setting, every element was a metaphor for liberation, confidence, and breaking free from stale routines. Each frame was crafted to reflect the values we had unearthed: humanized spontaneity, boldness, and freshness — in spirit, not just in taste.

We brought this idea to life through:

• Vibrant stomp music fused with upbeat choreography
• University-style youth energy and a hip visual identity
• Splashes of water to symbolize instant sensory freshness
• Cinematic performance representing confidence and release from monotony
• A unique visual and sonic identity rooted in the Culture of Freshness

This wasn’t just a campaign — it was a cultural reset, helping the brand own a powerful emotional territory:
freshness isn’t just a flavor — it’s a feeling.

To elevate the brand’s appeal and lend charisma to the new narrative, we brought onboard celebrity film star Mehwish Hayat as the brand ambassador.

Her youthful energy, star appeal, and pan-audience resonance made her the perfect icon to:

• Redefine freshness for today’s youth
• Bridge aspiration with authenticity
• Perform dynamically with the university crowd in a film that signaled the arrival of a new Fresh Up era

Her performance — paired with fresh visuals and sonic design — helped deliver a memorable and ownable brand message:
Bring freshness into your life — the Fresh Up way.

• TVC: High-energy commercials broadcasted across major channels.
• Out-of-Home Advertising: Strategically placed billboards and transit ads to maximize visibility.
• Campus & Retail Activations: Interactive in-store experiences and point-of-sale materials to engage consumers.

What set this transformation apart wasn’t just the media spend or star power — it was the purpose-led cultural realignment. By building a Brand Culture that emotionally resonated and inspired action, Fresh Up didn’t just sell more — it became more. A cultural badge. A lifestyle signal. A market leader.

• Tripple the salesin the post-campaign period
• Strengthened parent brand Hilal’s overall image
• Fresh Up became a multi-billion revenue-generating brand
• Achieved #1 market positionin the bubble gum category
• Now commands 50% market sharein its category