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Parle Agro Marks 30 Glorious Years of Frooti with a Refreshed LookUnveils Frooti’s new logo, packaging designs and rolls-out a fresh summer campaign | ||
Mumbai, Maharashtra, India 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.
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, Ms 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. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.
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.
Being the market leader in mango drinks category, it was important that Frooti breaks through the clutter and conventional category codes with a packaging redesign and a 360 degree marketing approach to ensure maximum brand visibility and reach in newer markets and consumer segments. With this move, Frooti is determined to get a 50% growth in sales and reinforce its leadership position in the market.
Parle Agro is optimistically working to build on a deeper and stronger emotional connect with the consumers with new Frooti. ![]() |
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