Brand Update : This summer, Frooti gets a major makeover

This summer, the 30 year old Frooti has got a bold makeover. Frooti has re-branded itself with a new logo, new packaging and ofcourse new brand communication. Frooti has a commanding 80% + share in the tetra-pack segment of the Rs 3500 crore Indian mango drink market. But the overall market share of the brand is only 11% in the total market. This is because the market is dominated by PET packs

The brands like Maaza and Slice dominate the market with their PET bottle variants. More over, the company feels that Frooti is perceived to be a kid's brand thus alienating the young/teen consumers who now form the majority of the consuming class of these products.

So along with the re-branding, Frooti has also changed the product formula with more juice pulp added to it. The re-branding also saw a change in the advertising agency . The company has roped in Sagmeister  & Walsh for this exercise.

The result is a bold logo, new color for the packaging and a new campaign.

Watch the tvc here : Frooti life

The brand has retained SRK as the endorser.

The ad uses the stop-motion animation and frankly I didn't get the plot until I read the detailed story line in an article. 

The theme revolves around the tiny people in a tiny world living a Frooti Life.

The brand which brought back the classic " Fresh'N'Juicy " tagline has dropped it in the new scheme of things. The new tagline it seems is " The Frooti Life".

The packaging is bold and refreshing. The ad is amusing because of the stop-motion animation but I am not sure whether it has the wow-factor enough to cause the youngsters to flock to it. The brand has attempted a laddering up from the highly functional FreshNJuicy proposition. But I feel that the plot is not that clear. 

While the brand has made a refreshing change, I am wondering what next for the brand ? How is the brand going to take the " Frooti Life " forward ? Just being amusing is a dangerous goal in a re-branding and re-segmenting exercise. 

The 2013 campaign was so good and bought back the freshness to the brand with SRK boosting the presence. A drastic change in the whole branding and segment is something which is quite intriguing.

Some how I feel a disconnect between the tiny people and SRK and Frooti Life ! May be  because I am out of the TG. 

Brand Update : Frooti gets juicy with SRK

In a surprising move Frooti, the mango drink from Parle has roped in none other than Shah Rukh Khan as the celebrity endorser. The brand has also brought back the classic tagline " Fresh N Juicy".

Watch the ad here : SRK Frooti

SRK will bring in the boost that the brand needs this summer. The brand owners over the last few seasons were seriously pushing the brand to make it more relevant amidst the clutter. Over the last few years, the brand has been targeting the new generation through some clutter-breaking campaign.

There is no need to say that SRK will take the brand back to the limelight. The agency should be credited in making the ad fresh and interesting. 

 For a brand like Frooti , the challenge is not to build awareness but keep the consumer interested in the brand. Brands like Frooti which was launched in 1984 enjoys tremendous recall and recognition. But over these years, consumers can lose interest in the brand due to various reasons. For a brand which is more than 22 years old, staying relevant and interesting is a herculean task. Since there is limited scope of innovation in the product-front, the only scope for innovation is in the promotion. 

This time around, Frooti was able to keep the interest level really high . 

Related Brand

Frooti - Fresh N Juicy

Brand Taglines : A - F

A

1. Amaron : Lasts Long, Really Long, Ting Tong
2. Alpenliebe : Lalach Aaha Laplap
3. A Star  : Stop @ Nothing
4. Alto : Lets Go
5. Allen Solly : My World, My Way
6. Aliva : Thodi Sharafat, Thodi Shararat
7. Arrow : USA 1851 / The League of Professionals
8. Acer : Life is busy, Acer makes it easy
9. All Out : Macharoan ka Yamraaj
10. Amway  : We are listening
11. Airwick : Its good to be home
12. Amul : The taste of India
13. Amul Macho : Ye toh bada toing hain
14. Accu-check : Live life the way you want
15. Apache : Racing DNA Unleashed
16. Amrutanjan : Its Gone /Pure Healthy Essence / Kick Out Pain
17. Ambipur : Fragrance Your Imagination
18. Appy Fizz : Cool Drink to Hang Out With
19. Allen Solly : Friday Dressing / Adios Stressing Hello friday dressing
20. Accenture : High performance delivered
21. Airtel : Express Yourself 

B

1. Binani Cement : Sadiyon Ke Liye
2. Breathe Right : Breathe Better, Sleep Better
3. Bournvita : Do you have Bournvita Confidence ? / Tan Ki Shakthi, Mann Ki Shakthi (2011)
4. Boost : Boost is the secret of our energy
5. Big Babool : Bade Kaam Ki Cheez
6. Boomer : Boom Boom Boomer
7. Bournville : You don't buy a Bournville, You earn it
8. Brio : It Loves You Back
9. Bosch : Invented for Life
10. Bru : Happiness Begins with Bru
11. Bingo : No Confusion,Great Combination
12. Belmonte : Suit Your Style
13. Blackberrys Suit : Go Sharp

C

1. Cif : Lets You Shine
2. Candyman : Kucch Bhi Karega For Candyman
3. Center Fresh : Zubaan Pe Lagaam
4. Chlormint : Dobaara Mat Poochna /Chaba Daba Ke
5. Complan : I am a Complan Boy
6. Clear Shampoo : No Dandruff
7. Clean & Clear : Clean Clear and Confident
8. Ceat : Born Tough /Be Idiot Safe
9. Coca Cola : Open Happiness
10. Canara Bank : Together we can
11. Close Up : Taazgi Jo Pas Laye
12. Coffy Bite : Coffee or Toffee /Bachchon Ki Coffee, Badhon ki Toffee

D

1. Dyna : Be a Lady
2. Dairy Milk : Kucch Meetha Ho Jaye
3. Dettol : Be 100 % Sure, 
4. Dabur : Celebrate Life
5. Dominoes : Hungry Kya /Khushiyon ki Home Delivery
6. Dinesh Suitings : Take the world in your stride
7. Doy soap : Clean Skin, Healthy skin
8. Daiken : Complete Silence
9. Domex : 100% Germ Killer
10. Dell  : Power to do more

E

1. Eclairs : Chocolate ka meetha bomb/Dooble Sara / Get Lost
2.  Enfield : Trip
3. Essilor : Seeing The World Better
4. Essenza Di Wills : Your Essence Your Soul
5. Eveready : Give Me Red 
6. Everyday Dairy Whitener : For great tasting tea
7. Eno : Gets to work in 60 seconds
8. Euro Innerwear : Prepare to get assaulted 
9. Eon ( Hyundai ) : India On
10. Economic Times : The Power of Knowledge

F

1. Fa  : Feel Good Freshness
2. Fiama Di Wills : Beautiful You , Today Tomorrow
3. Frooti : Fresh'N'Juicy , Grow Up
4. Fair and Lovely : Chaand Ka Tukda
5. Fastrack : How many you have ?
6. Fair & Handsome : Be fair ,Be Handsome
7. Fem : Beauty With Care
8. Fiesta : Go Fida 
9. Ford : Go Further
10. Fanta : Zyada Fanta Zyada Masti

25 Best Indian Brand Slogans

This is my pick of 25 best Indian Slogans

1. Pepsi : Yehi hain Right Choice Baby

2. Thums Up : Taste The Thunder

3. Surf : Daag Acche hain

4. Tata Safari : Reclaim Your Life

5. Asian Paints : Har Khar Kuchch Kahta hein

6. Air Deccan : Simplifly

7. Rasna : I love you Rasna

8.Frooti : Fresh N Juicy / Why Grow Up

9.Coca Cola : Thanda Matlab Coca Cola

10. Raymond's : The Complete Man

11. Bajaj Pulsar : Definitely Male

12. Dairy Milk : Swad Zindagi Ka

13. Peter England : The Honest Shirt

14.Bingo : No Confusion, Great Combination

15. Boost : Boost is the secret of our energy

16 Polo : The mint with a hole

17. Lifebuoy : Thandurusti hain vaham

18. Ceat : Born Tough

19.MRF : Tyres With Muscle

20.Havelles RCB : Shock Laga Kya

21.Idea : An Idea can Change your life

22. Hutch : Where ever you go , our network follows

23. Maggi : Taste Bhi, Health Bhi ( Ketchup : Its Different)

24. Onida : Neighbor's Envy , Owner's Pride

25. Kingfisher : The King of Good Times

*The list is random and not ranked according to my liking

I may have missed some good ones. Please share your list of best Indian brand slogans.

Brand update : Frooti

Frooti has come out with a new campaign this summer. The brand had gone in for a complete makeover. The packaging and the positioning has changed. Infact Frooti for the past few years has been trying to catch hold of a consistent theme.

It had earlier moved away from the " Fresh'N'Juicy " positioning . From there onwards, the brand was on a sticky wicket and was not quite settling on a positioning. It had the Bindaas positioning and later " Frooti- another name for Mango " theme. But the brand was not quite stable on those platforms.

The new Frooti has a new modern packaging. The choice of colors and the logo has been tweaked to make the brand more contemporary. Now the packaging is lot more neat and cool.

What is more stiking is the change in the positioning of Frooti. Last year , the brand tried to pitch itself as an alternative to mango. Now the brand is trying to be more radical and a little mad.

Watch the new TVC here : Mango Frooti

The new campaign is based on a simple consumer observation. Most of us which drink Frooti Tetrapack will try to chase the last drop of Frooti. This habit has been continuing for generations. Last day I saw my daughter trying her best to capture those evasive last drops trapped inside the pack. Knowingly or unknowingly we make funny sounds using the straw when indulging with Frooti. And we all had the habit of breaking those packs for that sound. The agency had tried to capture all these in the new communication.

The brand also has adopted a new baseline " Why Grow Up". I think this positioning is a powerful idea which can be sustained for many years provided the creatives are able think fresh.Even in the new avatar, the brand is retaining the old famous tagline " Fresh N Juicy " which is good since Frooti has a very strong association with that tagline.

Another interesting move by the brand is the creation of Mango-emoticons . The brand will now be using mangoticons in its communication which is a really smart idea. The brand using emoticons can further strengthen the association of Mango and Frooti.

Also this mangoticons can generate instant recall with the brand. So even a 1 second splash of this emoticons in the TV screen can give the same effect of a 30 second ad. The brand currently have 3 emoticons and according to the agency , it is planning to increase it to 25 by next year. I hope that Frooti uses this emoticons beyond the product package. It is a powerful brand element which can be an asset to Frooti.

Regarding the new campaign, although the idea is good, I frankly did not get the idea the first time . I liked the ' Why Grow Up' Tagline but not the ad- may be because I did not like the look of the main character in the ad. Somewhere down the line, the ad lost the " Cool" factor .

You can read more about this repositioning from Raj Kurup of CLA here : Raj on Frooti repositioning

Related Brand

Frooti

Brand Update : Frooti

Frooti has been running a new campaign these days. The new campaign is significant because it reflects the return of the original tagline of Frooti " Mango Frooti , Fresh N Juicy ".

Watch the Tvc here : Frooti
Remember that Frooti had earlier changed the tagline to " Piyo Bindaas " . The new campaign gives the message that India has changed but the favorite fruit juice drink is still Frooti. Frooti has been facing lot of competition these days from brands like Maaza. With global beverages majors turning their attention to Non cola drinks, Frooti has the challenge of retaining its current market.

According to a report in Agencyfaqs, the brand is aiming to target the youth ( 15-24) which is considered one of the most toughest class of customers in India. The new campaign is the beginning of an image makeover of this heritage brand. Frooti has a strong customer base among kids. But with the TG growing up, the brand has the tough task of being relevant. The brand has also launched a below the line promotional series " Thank you Mango Lovers" .The campaign aims to express the brand's gratitude to both the trade and consumers for its support over these years.

I like the fact that Frooti has realized the need for a change and its a difficult task that it has undertook. I also like that Fresh N Juicy tagline is back. Somethings never change.......

Related Brand

Frooti


Source : agencyfaqs

Frooti : Fresh N Juicy

Brand : Frooti
Company: Parle Agro foods
Agency: Grey worldwide

Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still holds a dominant position in the Rs300 crore tetrapak fruit juice (TFJ) market.
Frooti over these years have carved out a niche for itself in the market. Frooti instantly caught the fancy of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers . So within a short span of time ,the brand was an alternative to the “unhealthy” colas. The tetrapak had other benefits also . Fruit juice is a perishable product and tetrapak have extended the shelf life of Frooti because tetrapaks have 2 layers of paper and a plastic coating that ensured tamper proof and enhanced shelf life.

Lured by the success of Frooti, there was a lot of new launches in the TFJ market. Players like Godrej with Jumpin, kissan etc tried their luck in this market but failed to dislodge Frooti.

Frooti was positioned as a mango drink that is “Fresh-n-juicy” For over a 7 years, the company promoted the product using that famous baseline. The product have tried to create excitement in the market through a series of new variants and packing. But in late ninetees the brand was facing stagnated sales. The company tried to excite the market with an orange and pineapple variant but both the variant bombed. The came the experiment with packaging . The YO! Frooti variant came with a slim paper can aimed at the college going youth.

Worried by the stagnating sales, Parle tried to reposition the brand to appeal to youth aged between 16-21. The positioning changed to be more fun based. The package also changed. The old green color of the bottle changed to more bright mango color with lot of graphics added to it.

One of the most famous marketing campaigns India have witnessed took place during the repositioning. The campaign is the famous “ Digen Verma “ campaign. This campaign was considered as one of the most successful teaser campaigns in India. The campaign lasted for 15 days started in February 2001. The campaign was about a faceless person Digen Verma. There were posters and outdoors all across the markets that had messages like “ Who is Digen verma” “ Digen Verma was here” etc. This created lot of excitement in the market and “Digen Verma “became the most talked about faceless name at that time. The campaign was executed by Everest communication. But the campaign was not followed up and the hype was not translated to long term brand building.

Frooti is basically a nectar based drink so it is not 100% fruit juice, it also have some preservatives added to increase the shelf life. Although Frooti did not face much competition in the category it created, competition came from a slightly different category, 100% fruit juices. Parle saw the emergence of the “ 100% fruit drink market and launched “Njoy” brand but it did not clicked. Parle could have extended Frooti to this market also .The brand Real from Dabur is the main player in this category. Real effectively positioned itself as a premium healthy drink for adults. Frooti was not able to appeal to adults and was considered as a mango drink while Real is not restricted to any flavour. Frooti also changed its positioning statement from ‘ Fresh-N-juicy” to “ Juice Up your life” which have not clicked with the customers.

Although Frooti enjoys a commanding (75%) market share , Frooti is facing stagnation. May be some serious steps should be taken to increase the usage of the product. The launch of PET bottle Frooti is a step in this direction. Recently Frooti also launched a “Green mango” variant just to create some hype in the market. Frooti may have to reposition itself again to appeal to cola drinkers.