In Portuguese, there’s a word: maldisposto. It means feeling sick and being grumpy at the same time. And in Portugal, drinking sparkling water is often seen as a cure for when you’re feeling sick: maldisposto. But Frize, a sparkling water brand born to be alternative, wanted to break away from that. Frize doesn’t want to be a cure for when you’re feeling bad. And it definitely doesn’t want anything to do with people in a bad mood. Frize wanted to say: we are only for those who already feel good. For the opposite of maldispostos, for the bem-dispostos.

 That’s why our claim was simple:

“Frize é só para bem-dispostos.”

To prove our point and show that this sparkling water is distinct from the others, we had to take real action. We contractually banned a well-known grumpie, the biggest maldisposto in the country, from drinking Frize. And that’s why we can say: “Frize, it’s not for you, Ljubomir.”