MUMBAI: Marking 30 years of Frooti, Parle Agro has given its flagship a brand revamp and has launched a new identity and visual language. The rejuvenated visual identity, including logo design and packaging aims to demonstrate Frooti as bold, fearless and iconic along with establishing its equity amongst a much larger audience to help it acquire a wider consumer base.
This summer, Parle Agro is completely set for a national launch of the new Frooti packaging designs accompanied with pan-India marketing campaign introducing ‘The Frooti Life’ to all its consumers.
Frooti has always been way ahead of its time since its inception in 1985. Be it the launch of the first ever Tetra Pak, PET bottles, TCA triangular packs or Bottle Packs, it has always strived to remain relevant to the youth.
However, considering the huge popularity of Frooti as a kids drink, the only way to break away from the past was to undertake a radical brand makeover. The move is in line with the brand’s vision to make in-roads into new consumer groups especially amongst the 15-30 year old young adults.
While Frooti has always held a dominant market share in the TetraPak category particularly amongst kids, the launch of fruit drinks in PET bottles in India expanded the target consumer base to teenagers and young adults.
In today’s time, the acceptance of PET and its growth is one of the fastest in beverage industry and contributes to 50 per cent of the overall Rs 6,000 crore mango drink market.
Keeping this at the core, the time was right to re-launch Frooti in a bold new look to be able to establish a strong foothold in the PET segment. With this, a new structural design for Frooti PET has been developed to provide better strength, superior grip and a larger label area for branding. The drink’s formulation has also been enhanced by increasing the food pulp so as to provide a more mouthful experience to the consumers.
The new packaging design, which was rolled-out in mid-January for select SKUs alone has shown a growth of 60 per cent and seen a 80 per cent boost in visibility as of today.
Speaking on Frooti’s relaunch, Parle Agro JMD and CMO Nadia Chauhan said, “Since the brand has been an integral part of everyone's growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”
Parle Agro collaborated with design and creative consultancies Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for Frooti’s summer campaign. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.
While Pentagram developed the new logotype, label design and PET bottles for Frooti, which is a fusion of modern functionality, mango and Indian culture, Sagmeister & Walsh conceptualized the brand’s summer campaign to introduce the new Frooti packaging in a fresh, bold, and playful manner.
An integrated marketing communication campaign will deliver the message of ‘The Frooti Life’ where consumers will be exposed to a miniature world where everything from people to plants are small in size. The only thing that is in real life scale is Frooti and the mango to position it as the crux of the campaign.
Spends to the tune of Rs 70 crore have been invested across a strategic mix of media vehicles that appeal to teenagers and young adults. Television will play the role of the lead medium for the campaign, where the TVC featuring Shah Rukh Khan, shot in stop motion style animation will offer a delightful visual experience. Amit Trivedi and Amitabh Bhattacharya have added a strong musical element to the TVC. The TVC can be viewed at:
It will be followed by an aggressive focus on digital brand building wherein the medium will be leveraged to maximize TVC views and lead visitors to Frooti’s new microsite. The microsite will showcase delicious Frooti recipes, dynamic games and much more. Frooti is also building its presence on Instagram and has launched its handle @TheFrootiLife.
The campaign will also be supported in full thrust by print, outdoor and cinema ads. Additionally, large spend will be dedicated to on-ground visibility through strategic In-shop branding, shop boards and other semi temporary point of sale material. Association with events and prominent properties will also be an important facet in Frooti’s brand building endeavours.
Being the market leader in mango drinks category, it was important that Frooti breaks through the clutter and conventional category codes with a packaging redesign and a 360 degree marketing approach to ensure maximum brand visibility and reach in newer markets and consumer segments. With this move, Frooti is determined to get a 50 per cent growth in sales and reinforce its leadership position in the market.
