Im personally quite thrilled with the start Creativeland Asia has been able to make on an iconic brand such

as Frooti with why grow up. Its even more gratifying when seniors from the industry call up proactively and appreciate the work. And in some cases, selflessly suggest ideas on how one can build on the campaign. The exercise in a nutshell: The revamp has been a 9-month exercise. We started with an extensive study of the market, the society and a keen understanding of the brand; its history and its strengths.

Brief: Revamp Brand Frooti. Make it contemporary and youthful. Background: Frooti is Indias legendary and iconic mango drink. It has been around for over two and a half decades now. Pretty much what Nike or McDonalds or Guinness or Ikea is to the world, Frooti is to India. Theres not one person in India who hasnt had a Frooti. By sheer numbers and its depth of distribution in India and availability in more than 20 countries, Frooti is perhaps one of the largest selling mango drinks in the world. During the brand study, here are a few things we realized. When Frooti came into existence over 2 decades ago, it came in as a really contemporary and youthful drink. Frooti brought Tetra Pak into India. It was cool to have a Frooti. Even the imagery in Frooti communication was way ahead of anything else the Indian society was exposed to. Who can forget classic Frooti commercials in early 80s with pretty girls in mini skirts, hula-hoop, use of CG, people diving into a pool of Frooti, etc., All these, India hadnt seen before. We realized being cool wasnt alien to Frooti, it was just about reinstating the cool factor. Relevantly. However, there was a little something we had to tackle going further. Over the years Frooti was blessed with a lot of child and adolescent loyalists. There have seldom been birthday parties without a Frooti. Can we without alienating them create a similar cult following with youth? With about 60% of India being a part of that segment. We were aware that frooti had made attempts in the past. Digen Verma by Everest and Bindass campaign by Grey, were both tried. While they did create an initial buzz, they lacked a long term strategy or longevity perhaps. We concluded.

So, the exercise was essentially to arrive at a strategic idea thats much sharper and a thought or a philosophy Frooti can own and reinvent itself for years. Arriving at the idea: There are three parts arriving at the idea: The young: Whats cool and contemporary with the young? Young India is much more confident than it ever was. Its much more aware and unabashed. Its not about how good looking, or rich, or intelligent you are. Its all about how interesting you are. People dont ape anymore, theyd rather adapt something they like and reinterpret it to suit their own. Alternate is the new popular. The young and youthful are constantly hunting for fresh new everything. Present is in. Past is stale. Future is out. Everyones exploring and experimenting and experiencing. And while they are, and like to be a part of a community, theyd like the space to express their own individuality and eccentricities. Key words/phrases: Originality, Not stale, Fresh community, eccentricity and unabashedness. The Mango: It was really important for us to study the mango fruit. Its the soul of Frooti. Everyone knows Mango Frooti Fresh n Juicy. You hum one part and someone else will complete the other. Last year, soon after Frooti started working with us, we did a commercial reinforcing Frooti as the the mango to every Indian. This was a tactical exercise and to buy time for the revamp. Pretty much to add to confusion of Maaza and Slice trying hard to be a mango. Heres what we understand of the mango. While it is the king of all fruits and all that blah, deep inside, the mango is a quaint and quirky fruit. It looks funny, lopsided and asymmetrical. And, quite unlike most other fruits. You cant really eat it with a fork and a knife. Its fruit youd like to get dirty with, steal and even crave for. I havent heard of too many people stealing bananas or pineapples as kids. And then of course theres the mango seed, the best part of the mango. You have to suck on it, squeeze and get your hands dirty. (And for gods sake there cant be a sexual innuendo to mango eating. Thats mistaking it for a strawberry.) Beneath all the garb and responsibility mango has to shoulder, it is a sweet child-like fruit and you cant behave like an adult and enjoy a mango. Seriously. Key words: Child like, quirky, lopsided The Brand Frooti: (Refer to background) Key Words: Iconic, Cult, Mango, fresh n juicy, childhood, The idea: We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their heads said, wow I didnt look at Frooti like that, and not that isnt frooti.

During our various brainstorming sessions, debates, discussions (at Creativeland we call them Freethinking (TM) sessions) and thinking exercises, we were really impressed with the job Fresh n juicy had done for years. We jointly decided to give it a raise and a promotion. From just a baseline, a slogan or a product descriptor we promoted Fresh n Juicy to the brand philosophy. It was documented and agreed upon that Frooti will never be stale, it will always stay fresh n juicy as a brand. We got a buy in from everyone in the team. We pledged to keep pushing with everything, the product, its communication, its packaging, its contests, offers everything. Then during one of the subsequent sessions we struck gold with the theme why grow up. It sounded the most promising bet for the brand because one, it embodies the spirit of mango. A fruit that is the soul of Frooti. Two, today the society is unabashed, eccentricities are adored, take our ex-prez Abdul Kalam, he was adored for his child-like spontaneity. A boss in or a college professor who will be most likely admired by the younger audience is the one who is not a straightjacket. And three, of course it turns the associations of Frooti with children and childhood on its head, and to its advantage. The youth today is really confident and unabashed about the way they are. So, we didnt use why grow up as a question. We didnt have a point to prove, we wanted to make a statement. The why grow up campaign The why grow up campaign sets up a long-term strategy and vision for the brand. It is sharp, it is in keeping with the contemporary values of what a mango drink can embody. It is extremely youthful. Over a period of time it will manifest itself in every aspect of the brand and will be supported through various communication channels and media. Work so far: Identity:

The Frooti logo has been carefully tweaked to look a little more contemporary while retaining its classic character. The complete metamorphosis will take a little while.

The packaging: Its brighter, cleaner and has a new visual identity. We have created the Mango Emoticons fondly known as Mangoticons. We have launched with 3 new pack designs with three new mangoticons by the next season, well have 25 mangoticons in the market. The Mangoticons will assume more significance as we go on. You will see, it will unfold. Communication: The why grow up campaign will be culmination of various media conventional and alternate. The web, Social media, ambient installations, in-premise stunts & spectaculars and with a huge thrust on User Generated Content (UGC). The first big piece of communication with the why grow up theme is a TV commercial. Here weve portrayed mango drink lovers across age groups enjoying the drink the way it is truly enjoyed, without inhibitions and with contentious slurps. The why grow up strategy will constantly reinvent itself over the years and promises to bring in cutting edge communication year after year on the brand. Apart from the youth and external market, Creativeland is also creating internal communication in the form of workshops to brand partners, media agency, sales etc., as this is a completely new way of thinking on Frooti. The film has been directed by Prakash Varma of Nirvana Film, a good friend and an amazingly mature filmmaker. Couldnt have thought of a better guy to do this. A great eye and a keen understanding of the subject. The film was edited at VHQ Singapore. And the sound design was done by Evan from The Gunnery. What an extra-ordinary person, hes a one man magic troupe! My team at Creativeland who are exceptional and Im extremely proud of. And the

marketing team at Parle Agro who Im thankful to for trusting me and my team with such a huge decision.

Mango Frooti
Say "hello" to the most passionate member of our family, Mango Frooti.
The Mr. Seen-it-all in the family, this popular fresh 'n' juicy mango drink has been around since 1985. It has also been rated as India's Most Trusted Fruit Beverage Brand*. Mango Frooti has this unique ability to change with the times, and to adapt to the diverse preferences of consumers across ages. From its golden-day TetraPak to the most recent triangular-shaped packaging, every pioneering move has made it more endearing to its evergrowing fan club.
Frooti is available in 65ml and 200ml TetraPak, 250ml, 500ml, 1Ltr. and 1.5 Ltr. PET, and 200ml and 2Ltr PET (in select markets). *Source: Economic Times Survey, 2007

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in India. It is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd. Frooti was launched in 1985 in TetraPak packages. It is also now available in PET bottles and rectangular shaped packs. Frooti is exported to the U.S.A., Canada, U.K., U.A.E., Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia, Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania,Japan etc.

Mango Frooti

Company Parle Agro Pvt. Ltd. Founded 1985 Address Off W.E. Highway, Andheri East, Mumbai, India

Contents
[hide]

1 Ingredients 2 History 3 Brand Communication 4 Packaging 5 References 6 External links

[edit] Ingredients
The drink contains mango pulp, water, sugar, citric acid, ascorbic acid, and approved colouring and flavouring.

[edit] History
Frooti was launched in a green rectangular TetraPak as a ready-to-serve mango drink. Although it wasnt 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, helped the brand strengthen and consolidate its position as the leader.

[edit] Brand Communication

Over the years the brand has experienced a series of repositioning. From the original tagline Mango Frooti, Fresh and Juicy to Juice Up your Life. Eventually, the original tagline- Mango Frooti, Fresh and Juicy was reinstalled. The present ad campaigns focus on reaffirming Frootis leading position across India in a confident manner.

[edit] Packaging
To ensure convenience, Frooti is offered in size variants: 1 litre, 250 ml and 200 ml TetraPaks. A consumer study revealed that the consumers needed a recap bottle that didnt exist in the mango drink segment. Parle Agro considered the consumer requirement strongly and launched Frooti in a new hygienic hotfill PET bottle, making it the first mango drink to be offered in the PET bottles.

Brand update : Frooti

Frooti has come out with a new campaign this summer. The brand had gone in for a complete makeover. The packaging and the positioning has changed. Infact Frooti for the past few years has been trying to catch hold of a consistent theme. It had earlier moved away from the " Fresh'N'Juicy " positioning . From there onwards, the brand was on a sticky wicket and was not quite settling on a positioning. It had the Bindaas positioning and later " Frooti- another name for Mango " theme. But the brand was not quite stable on those platforms.

The ne Now the

w Frooti has a new modern packaging. The choice of packaging is lot more neat and cool.

colors and the logo has been tweaked to make the brand more contemporary.

What is more stiking is the change in the positioning of Frooti. Last year , the brand tried to pitch itself as an alternative to mango. Now the brand is trying to be more radical and a little mad. Watch the new TVC here : Mango Frooti The new campaign is based on a simple consumer observation. Most of us which drink Frooti Tetrapack will try to chase the last drop of Frooti. This habit has been continuing for generations. Last day I saw my daughter trying her best to capture those evasive last drops trapped inside the pack. Knowingly or unknowingly we make funny sounds using the straw when indulging with Frooti. And we all had the habit of breaking those packs for that sound. The agency had tried to capture all these in the new communication.

The brand also has adopted a new baseline " Why Grow Up". I think this positioning is a powerful idea which can be sustained for many years provided the creatives are able think fresh.Even in the new avatar, the brand is retaining the old famous tagline " Fresh N Juicy " which is good since Frooti has a very strong association with that tagline.

Another interesting move by the brand is the creation of Mango-emoticons . The brand will now be using mangoticons in its communication which is a really smart idea. The brand using emoticons can further strengthen the association of Mango and Frooti.

Also this mangoticons can generate instant recall with the brand. So even a 1 second splash of this emoticons in the TV screen can give the same effect of a 30 second ad. The brand currently have 3 emoticons and according to the agency , it is planning to increase it to 25 by next year. I hope that Frooti uses this emoticons beyond the product package. It is a powerful brand element which can be an asset to Frooti.

Regarding the new campaign, although the idea is good, I frankly did not get the idea the first time . I liked the ' Why Grow Up' Tagline but not the ad- may be because I did not like the look of the main character in the ad. Somewhere down the line, the ad lost the " Cool" factor .