BrandYatra Brand Yatra: From ‘Fresh ‘n’ Juicy’ to ‘Why grow up’, Frooti goes the mango way

Brand Yatra: From ‘Fresh ‘n’ Juicy’ to ‘Why grow up’, Frooti goes the mango way

Author | Pallavi Goorha Kashyup | Friday, Apr 23,2010 8:54 AM

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Brand Yatra: From ‘Fresh ‘n’ Juicy’ to ‘Why grow up’, Frooti goes the mango way Brand: Frooti
Past Agency: TBWA, Everest, Percept and Grey have handled Frooti’s advertising earlier.
Current agency: Since 2007, the creative duties of Frooti are being handled by Creativeland Asia.

History of Frooti:

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.

Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate its position as the market leader.

Frooti has been a trendsetter all through its 25 years of existence. From being the first fruit drink in a Tetra Pak, to being the first in a PET bottle, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its ever evolving consumers to be relevant to them at all times. This is what really makes Frooti one of the most trusted brands and the most preferred mango drink of India.

Current Positioning:

Madhur Pandey, Marketing Manager, Parle Agro said, “Frooti is India's legendary and iconic mango drink. When Frooti was launched in 1985, it came in as a really contemporary and youthful mango drink. Frooti was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was cool to have a Frooti. Even the imagery in Frooti commercials was way ahead of anything else the Indian society was exposed to.

In the nineties, our commercials revolved around the brand’s association with the king of fruits - Mango. Frooti commercials oozed fun and exuberance, while keeping the ‘Fresh & Juicy’ soul of Frooti intact.

As Frooti entered its second decade of existence, we realized we had to change the perception that Frooti was meant just for kids. There was a need for new positioning. Our ads then were more about making Frooti more relevant to the youth. The Yo Frooti campaign, Digen Verma and the Bindass campaign were steps in that direction. At this time, we also started conveying more of tactical communication in our ads, such as the launch of our innovative triangular packs at Rs 2.50 (‘5 ka 2’ ad), launch of Frooti in a PET bottle, launch of Frooti in a new orange packaging.

Lately, the mango drink segment in India has expanded with the entry of many players. Being the market leader in mango drinks, it is important that Frooti stands out while also retaining the brand association with mangoes. Keeping this in mind, we have evolved Frooti’s brand communication to a new level.

Our ads are no longer meant to just create buzz, they are created keeping in mind a long term brand vision. Even the treatment of subject in the ads has also changed. Instead of a story narrated through songs and dance, our new ads are more about situations and showcasing how consumers connect with Frooti.

Frooti’s most recent ad campaign with the ‘Why grow up’ theme, lays the foundation for a long-term strategy and vision for the brand. It not only highlights the brand make-over, it also stays true to Frooti’s core mango values.

What made Frooti ads so endearing?

Pandey added, “We have never used a celebrity / brand ambassador for Frooti, yet our ads have always had tremendous mass appeal. What makes the Frooti ads so endearing is the fact that our ads have always been about mango lovers. Each ad speaks for Frooti’s brand heritage and stands for its long lasting relationship with Indian consumers. You would not find a single Frooti consumer who would not remember ‘Mango Frooti, Fresh n Juicy’. The line, popularized by the jingle in our ads is so memorable that you hum one part and someone else will complete the other.Mango lovers have always identified Frooti with mangoes. We have never had to enforce it. Over the years, Frooti has gone on to become India’s favorite mango drink.”

“We approximately spend Rs 10 crore on advertising,” Pandey said.

Changes in tag line over the years

‘Mango Frooti, Fresh n Juicy’ has remained the base tagline since the brand launch. In between, the brand has used new taglines such as:

‘Frooti - Just like that’
‘Fresh and juicy! What a beauty! Mango Frooti!’
‘Juice up your Life’

Accepting that Frooti would perhaps always be identified as ‘Fresh and juicy’, Frooti packs currently incorporate the decades-old tagline, with a minor change, saying, “Fresh ‘N’ Juicy Mango”. Even the ad plays the jingle towards the end. But Frooti’s brand communication is based around the theme of ‘Why grow up’.

Agency’s take:

Anu Joseph, Senior Creative Director, Creativeland Asia said, “Frooti is a 25-year-old brand. Considering that advertising itself has evolved tremendously in this period, it is but natural for Frooti’s communication to have undergone change. Frooti was one of the first brands that moved to Creativeland Asia. The first thing we did was to conduct a qualitative research using our knowledge and research teams to understand the position of the brand in the market and in the minds of the consumer.”

We realized that Frooti was faced with a unique situation. While most people loved it as kids, when they grew up they felt Frooti was for the younger lot. What followed was a complete revamping exercise. An exercise that was mindful of the fact that it was an iconic brand that we were dealing with; and that ‘Mango Frooti, Fresh n Juicy’ has been one of the most memorable jingles that this country has heard. In our pursuit of finding the acceptance of adults, we couldn’t alienate the child. In the summer of 2009, we launched the thought 'Why Grow Up' to turn the problem on its head, while keeping our loyalist kids well within our realm.

Continuing with the same idea for the packaging and to connect better with the youth, we designed 'Mango Emoticons' or 'Mangoticons' and put them on the Frooti pack. Right now, there are packs with 21 different Mangoticons in the market.

Everything that Creativeland has been doing on the brand since then has been centered on 'Why Grow Up'. From the television commercial to on-ground and online activities to the little sticker that goes on to the packs, every piece of communication has delivered to strengthen the theme.”

Onlooker’s perspective:

KV Sridhar NCD Leo Burnett said, “I remember Frootis ad and it was launched by Ulka during that time. The packaging caught the attention of consumers. Frooti became successful because of its fantastic concept because India is crazy for Mango. Fanta and Gold Spot weren’t that famous as they were bottles and too heavy. One could have had Mango all year. Frooti came in a lighter format and could be drunk on the go and was a lighter drink. It managed to make the brand contemporary. They tried many innovations but never lost its essence. Mango Frooti fresh n juicy is like a radio jingle. The passion the brand shows that it grew with people. I will rate it 8 out of 10 because it maintained its contemporariness.”

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