Parle recently launched the all new Frooti – It’s iconic brand in an all new avatar. For this purpose, Parle had hired Sagmeister & Weish to design its new campaign for targeting the youths. The reality, though, is it really worth it?
Frooti is more like a legacy brand in the same league as Maggi. In fact the name Frooti is often used as a generic for any mango based juice, much like Maggi for noodles and Cadbury for chocolates. To tamper with such a brand’s image and positioning is a very gutsy move and needs to be explored further if it is actually worth it. The marketing spends for this repositioning is in the tune of INR 70 crores and Parle Agro has hired design and creative agencies Pentagram for creating the new packaging and Sagmeister & Weish for designing the summer campaign.
The campaign titled “The Frooti Life” was recently launched to mark the new branding initiatives along with a TV campaign featuring Shahrukh Khan. But at 45+, is he really the youth icon that India looks at in the age of Kohlis & Sharmas & Kapoors ? Maybe, just as Rahul Gandhi can be.
If Frooti was so keen on targeting the youth, should it not have focused on creating a new brand like Mango Fizz on the lines of Appy Fizz or extended the brand by launching Frooti Fizz – The carbonated version of Frooti. Surely, it would have been more appealing to the youth of this country.
It would have been wonderful if they had retained the original logo. Loyalists, like me, would miss it! And on a personal note, I feel Frooti went a bit too far by tampering the logo.
We hope “The Frooti Life ” campaign becomes a resounding success, but it is best for the consumers to decide whether the INR 70 crores of Parle Agro just went down the drains or indeed created inroads in the youth market. Here’s the campaign. Do watch it and share your views:
Tags: FMCG frooti parleYou might like reading:
ICC Cricket World Cup Branding Strategy in India
14 teams, 49 one day international matches, 44 days and a whopping $10,225,000 worth of prize money! That is precisely, ICC Cricket world cup 2015 to numbers and economics enthusiasts. What lies beneath is a crafted, careful and comprehensive branding strategy that makes the plinth of the golden edifice of perennial coveting this game builds. It is no more just a game, the World […]
Sales vs Product – Which is more important ?
Which is more important – building the perfect product or sales ? This question is faced not just by product managers but also by entrepreneurs. It is very similar to a chicken and egg theory – which one came first. If there is no product, what will you sell and if there is a good product but no takers how […]
