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FRS is a healthy energy drink that is quickly gaining popularity with athletes of all levels, due to the fact that it doesn’t rely on tons of caffeine or lots of sugar to stimulate you. With real science behind it, the brand wanted to launch a campaign making use of their premier athletes and the science supporting the product. Two main avenues for messaging were created, one focused on actual scientific studies, and the other focused on a more aspirational approach. Both directions were implemented throughout all levels of communication.

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