Frooti ad with campaign
of ‘#Frootilife.’
- Changing its
impression.
Frooti is the largest-selling mango flavoured drink in India. It is the flagship product of
and the most successful drink offered by Parle Agro India Pvt. Ltd. in India and Parle Agro Nepal Pvt. Ltd. in Nepal. Frooti was launched in 1985 in Tetra Pak packages. It is also now available in PET bottles
and rectangular shaped packs.
History:
Frooti
was launched in a green rectangular Tetra Pak as a ready-to-serve mango drink.
Although it wasn't the first mango drink, Frooti quickly acquired a large
market share. The packaging played a major role behind its success, since it
could be carried easily and conveniently. Frooti also provided a refreshing
mango taste that translated into a huge demand for itself.
The tagline "Mango Frooti, Fresh
and Juicy", was the result of a crisp and insightful brief by the
marketing duo-team of Arun Lahori & GM Menon, to the then communications
agency on the brand, to: "make mango Frooti synonymous with freshness and
juiciness". Coined in a flash by creative honcho Bharat Dhabolkar.
"Fresh and juicy got to be Frooti". The slogan was a shot in the arm
for the brand and helped the brand strengthen and consolidate its position as
the undisputed country wide leader of packaged juice drinks.
Statistic:
In
India the mango is appreciated since the years, India is exporter of the mango.
But as we know the mango is seasonal product so its not available to over the year so the mango drink become very famous. First frooti then mazza and
Slice give this choice to the customer. As per the mango juice market conceder
these are three big player (Coca cola’s Maaza,
PepsiCo’s Slice and Parle Agro’s Frooti). Every one want to dominate the
market with different marketing strategies. As per the ET report the following
is the state about the mango juice market.
 |
Here we can easily
observe the change of the market share of all three brands. Here the impact of
the merging of the slice with Tropicana
may create the changes in the market shear and the completely new campaign of
the Frooti # Frootilife with shaha rukh khan make difference. This campaign was
started in 2013.
As pre the interview in ET Nadia
Chauhan, joint MD and CMO of Parle Agro confess that the, "I've always
been nervous about Frooti". "Launching a new brand is easy.
But growing a brand with such a strong legacy brings you under a lot of
pressure," She explain what
is the need of the new campaigning of Frooti in her interview she said that the
frooti brand of the mango is old but it always conceder as the kids drink. They
made a lot off effort to make it elders brand also but then also it consider as
kids brand and if elder people like to drink it they don’t want to show it to
others. Because of their market is getting limited in the kids section only.
Then
they approach to the US-based ‘Sagmeister
& Walsh’ and they start this campaign of #Frootilife With shah ruk khan
with spending Rs 70 crores invested across marketing channels. And we
got to see these ads,
Description of add:
If you see this add its great film made by
makers. The music(with unknown word which attracts) and presence of shah rukh
khan is Exotic. In any commercial ad what you need most. The first is the
presence of the product and if your ad have screen presence of the product for
30 sec with the celebrity like shah rukh khan. And with such a great way then
it will be the key think for you.
Ek goli me bahut nishane:
1) As you see the competitor of th
frooti add with Katrina with aamsutra and all the sharukh when drink the bottle
of the frooti and show the test of it till the last drop it is exotic.
2) the complete ad you see the thirsty boys
looking to the frooti and at the end when it reviled that they are adult but it
reminds them there bachpan. Its show that the target audience is the adults not
the kids.
3) The introduction of the new pet bottle
pack its very good. Or you can say it cant be more better than this.
4) The product benefit also you can
observed from this add. If you see the add the clear massage, “ on the ground
when you are thirsty and swat the only
one think can fulfilled you thirst is frooti and with fun.”
So at the end the every on is acted good
in the movie and give freshness to the film the ad successfully delivered the brand
fit and all branding element with enjoyable and simplicity manner. If you product
ad feel the customer thirsty and the customr want to drink a frooti bottle ASAP
then it’s a success of the ad.
In the second ad they come with the
campaign ‘‘aam suck it …..liki ta.’’ With shah rukh khan. In this add they show
the animated character want to push the Mango and sharuk come and drink it all.
This is the campaign called #Frootilife, with slogan ‘‘aam suck it …..liki ta.’’
Some people said that the suck ita and lik ita word can’t go with the kis
drink. But this the think frooti want to convey to all that the frooti is not
for only the kids its for adult also. And its good and successfully convey the message
to the target customer.
Good convincing ad and they come with
new logo and packaging which is more adult and trendy. To attract new segment
of the customer. It’s risky to change the old trusted logo and packaging of the
established product. It may be boomeranged to them and they may loss their established
customer kids. But let’s see what happed with brand but till its good going for
the frooti after such big decision.
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