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.
