Cool Timeline

Aug 01

Quick Summary

You will realise in the detailed timeline below that we take our inspiration from urban streets and people we meet. Often we were told that using pastoral images of Switzerland would be more efficient to convey our message –  the fact that our products are additive free – rather than sub-culture taking place in the moist of the clubs. Cows are not my friends as shown in this short clip summarising the very start of FRED!
Sep 01
Fred is Born

Fred is Born

Fred Original was born : the only truly independent brand in the world and the 2nd brand fully additive free after American Spirit. My flat overlooking the Geneva lake in Lausanne will remain our office for the next 6 months. Who could have imagined we would still be there today?

Oct 01
First Flyer!

First Flyer!

We dropped these flyers everywhere toi announce the launch of Fred : why the hell did we forget to include at least a small pack shot?!

Jan 01

Fred Team and their first company car

Shana, Benoit and Gaetan with the cheapest and coolest cars they could afford!

Feb 01
First Advertising Campaign

First Advertising Campaign

We placed ads in fanzine / free newspaper advertising our brand and also what we though were the best events to attend. Complaints from “some” clubs arguing that we were promoting our brand on their back put us off and we had to cancel this first campaign!

May 01
… an other try

… an other try

Probably way too many hidden messages on this new print campaign!

Aug 01
Launch of Fred Roses

Launch of Fred Roses

The new Fred Roses complemented the Original : a lighter taste in a colour no other manufacturer had dared to use.

To reduce the nicotine content we used a stronger filter and resistance to draw was too high to make this cigarette a “good” product. We soon learnt that we would have to work harder on selecting other tobacco varieties to offer a better balance in taste.

At the same time we changed the re-vamped the packaging of Fred Original : the start of way too many packaging design changes. We learnt only recently that modifying the packaging is often a quick fix to cover up some more profound issues in the strategy of the brand.

 

Sep 01

Fred 1st Bday event

For our first Bday, we set up an exhibition in a Lausanne record store of the most surprising cigarette packaging ever created. Simultaneously we selected the winners of our “designIT” packaging contest

Feb 01
Fred @ Weetamix

Fred @ Weetamix

Our first event in Weetamix, an iconic club in Geneva with Luke Solomon and Kalabrese.

Mar 01
Catch the Pink Man

Catch the Pink Man

In Verbier ski resort, we dressed up 10 local skiers in pink overalls and skiers had to catch them to win different prizes and entries to our followed up party hosted by Charles Schilling. Even today, when I ski there, people remind me of the event : always cool to hear!