In preparation for the summer season ahead, Parle Agro has introduced its iconic mango drink Frooti in no less than 18 new pack designs with 18 new Mangoticons. The new additions take the total number of Frooti Mangoticons to 21.
A Parle Agro spokesperson said, “We have invested in new packaging with 18 new Mangoticons. This is testimony to the success of Frooti’s Mangoticons. Before we started working on the designs, we took feedback from Frooti consumers. We put up banners and standees at outlets across India, where consumers could draw their own Mangoticons. A lot of this consumer generated content inspired the designs of the new Mangoticons.”
The spokesperson added, “Our total market spend for brand Frooti in 2010 is approximately Rs 15 crore. This includes ATL and BTL activities. Apart from promoting the new Mangoticons on Frooti packs, we will be focusing on enhancing Frooti’s brand image with improved brand visibility and availability at retail outlets. Frooti’s TVC has already started airing for this season. Besides, we are also planning a lot of ground activation to connect with consumers.”
The idea of Mangoticons was conceptualised when Frooti was launched over two decades ago, it came in as a really contemporary and youthful mango drink. Even the imagery in Frooti communication had stayed ahead of its times. So, when Parle Agro decided to go in for a new visual identity for the brand, it wanted to adopt a long term strategy – a thought or a philosophy that Frooti could own and reinvent over the years.
The spokesperson explained, “We drew inspiration from emoticons. The trend of using emoticons to convey our thoughts is quite common. What could be better than creating mango emoticons that Frooti consumers could relate to? We went on to design three ‘mangoticons’, each depicting certain imagery. There was a Cupid mangoticon, a Devil mangoticon and a DJ mangoticon. The mangoticons took centre place in Frooti’s new packaging. But the concept was deliberately developed in such a way that it could be used not only in the product, but also in its communication, its packaging, its contests, offers… everything. Frooti’s mangoticons will assume more significance as we go on. This year, we have introduced 18 new mangoticons in addition to the existing three. 21 of these Frooti mangoticons will be seen across all pack sizes of Frooti, including the recently launched Frooti SKUs in 400 ml PET and 1 litre tetra.”
Regarding Parle Agro’s strategy, the spokesperson said, “Frooti is India’s iconic mango drink. It has been around for over two and a half decades now. We have never used a brand ambassador for Frooti. Instead, we have always focused on strengthening Frooti’s association with mango. The mango drink segment in India is very active with many players. So, it is important to keep consumer engagement at a high level. Initiatives like the new Frooti mangoticons add novelty to the brand. They also generate instant recall. Even a 5-second splash of the mangoticons in the Frooti TVC gives the same effect of a 30-second ad. This is part of our long-term strategy and vision for the brand. It is sharp and in keeping with the contemporary values of what a mango drink like Frooti can embody. It is extremely youthful.”
On the consumer response, the spokesperson added, “Last year, we introduced Frooti with a new visual identity and new packaging. Frooti packs were launched in three designs with three new Mangoticons. The packaging took on a brighter, cleaner and more contemporary look. Frooti consumers were pleasantly surprised to see specially created mangoticons that they could relate to. The market response was overwhelming. Consumers showed a lot of enthusiasm, we got feedback that many consumers had taken preference to a particular mangoticon. Retailers reported that consumers would walk in and ask specifically for a Frooti pack with the Cupid mangoticon or the Devil mangoticon only.”