Mango Frooti
A study of Frooti
Frooti is India's legendary and iconic mango drink. Launched in 1984, it has been around for almost three decades now. It was introduced as a really contemporary and youthful drink. Frooti brought Tetra Pak into India. This was the sprit that was conveyed throughout t each of the fruity advertisement over the years that it was cool to have a Frooti. Over the years Frooti was blessed with a lot of child and adolescent loyalists. But situation worsened over the years with increase in competition The Frooti Bindaas campaign by Grey tried to reinforce this sprit and get back to track.
Threat was faced by soft drink marketers. Parle agro decided on a major relaunch strategy focusing on changing its positioning. Enter Digen Verma!!!
In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country. The campaign had been successful in not just evoking interest but also in increasing sales. The customer awareness it was likely to capture seemed quite phenomenal. The sales went up by almost 30% by investing 30 million on campaign. The Digen verma campaign would be remembered for its sheer creativity and unprecedented public interest it generated.
Revamp Brand Frooti was attempted yet again in 2010 to make it contemporary and youthful.Mango pranks were played with the common people on street targeting them as the potential customer. The why grow up campaign set up a long-term strategy and vision for the brand. It was sharp, wass in keeping with the contemporary values of what a mango drink can embody apart from being extremely youthful. Keeping in mind that the youth today is really confident and unabashed about the way they are, 'why grow up' was not used as a question but rather a statement.
Over the next two years frooti was promoted as the “family drink” by introduction of 2liter pet bottles and advertisements that reminded the youth of their childhood days when
Frooti is India's legendary and iconic mango drink. Launched in 1984, it has been around for almost three decades now. It was introduced as a really contemporary and youthful drink. Frooti brought Tetra Pak into India. This was the sprit that was conveyed throughout t each of the fruity advertisement over the years that it was cool to have a Frooti. Over the years Frooti was blessed with a lot of child and adolescent loyalists. But situation worsened over the years with increase in competition The Frooti Bindaas campaign by Grey tried to reinforce this sprit and get back to track.
Threat was faced by soft drink marketers. Parle agro decided on a major relaunch strategy focusing on changing its positioning. Enter Digen Verma!!!
In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country. The campaign had been successful in not just evoking interest but also in increasing sales. The customer awareness it was likely to capture seemed quite phenomenal. The sales went up by almost 30% by investing 30 million on campaign. The Digen verma campaign would be remembered for its sheer creativity and unprecedented public interest it generated.
Revamp Brand Frooti was attempted yet again in 2010 to make it contemporary and youthful.Mango pranks were played with the common people on street targeting them as the potential customer. The why grow up campaign set up a long-term strategy and vision for the brand. It was sharp, wass in keeping with the contemporary values of what a mango drink can embody apart from being extremely youthful. Keeping in mind that the youth today is really confident and unabashed about the way they are, 'why grow up' was not used as a question but rather a statement.
Over the next two years frooti was promoted as the “family drink” by introduction of 2liter pet bottles and advertisements that reminded the youth of their childhood days when