March 28, 2024 22:31 (IST)
Follow us:
facebook-white sharing button
twitter-white sharing button
instagram-white sharing button
youtube-white sharing button
Actor Govinda returns to politics after 14 years of 'vanvas', joins Eknath Shinde camp | 'To browbeat and bully others is vintage Congress culture': PM posts after 600 lawyers write to CJI | Comments on our electoral, legal processes completely unacceptable: India on US' remarks over Kejriwal arrest | Delhi High Court rejects PIL seeking removal of Arvind Kejriwal as CM | MHA extends AFSPA in 3 districts of Arunachal Pradesh for 6 months
Parle Agro marks 30 glorious years of Frooti with a refreshed look

Parle Agro marks 30 glorious years of Frooti with a refreshed look

India Blooms News Service | | 30 Mar 2015, 09:13 pm
Kolkata, Mar 30 (IBNS): The flagship brand of Parle Agro- Frooti has undergone a brand revamp and has launched a completely new identity and visual language.

The rejuvenated visual identity, including logo design and packaging aims to demonstrate Frooti as bold, fearless and iconic alongwith 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. Today, the acceptance of PET and its growth is one of the fastest in beverage industry and contributes to 50% of the overall 6000Crore Mango Drink market. Keeping this at the core, the time was right to relaunch 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. Even the formulation has 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% and seen a 80% boost  in visibility as of today.

Speaking on Frooti’s relaunch, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd., 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 the world’s leading design and creative consultancies, Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for Frooti’s summer campaign.

Spends to the tune of INR 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.

Support Our Journalism

We cannot do without you.. your contribution supports unbiased journalism

IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.

Support objective journalism for a small contribution.