Sometimes the optimal solution is not the most creative. In this case the name had to be based on DubbelDrank – the name of range of boxed fruit juice – and the new product had to be positioned as a drink that was more refreshing than any other. DubbelFris – ‘double fresh’ was the obvious choice. But adding ‘ss’ to the end of the word not only made it sound even fresher, it also made it possible to register it as a brand name. The end result was a distinctive name consistent with the brand structure that directly reinforced the positioning.