Parle Agro repositions Frooti ahead of the summer season

In a major push ahead of the critical summer season, Parle Agro has launched an aggressive marketing campaign that will look at repositioning its mango drink Frooti as a more contemporary youthful brand. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink, created in-house by the agency.  Built around the concept of ‘Why Grow up,’ the TVC that went on air recently is a montage of shots showing mango lovers from various age groups enjoying the drink, slurping it without any inhibitions. All the slurping sounds are edited in a way that lends itself to a rhythm. The TVC ends with a sign off saying; Why grow up?’
 
 

 “The Frooti revamp has been a nine month exercise, it started with an extensive look at the market, the target consumer, his new values. Then we studied the brand, its history, it’s strengths. Today, ‘cool’ comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up serious fruit. You cannot eat it with a fork and a knife. It is asymmetrical and people go nuts having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. We couldn’t try and behave like a gaming brand or a jeans brand. We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their head said ‘Wow, I didn’t look at Frooti like that’, not that this isn’t Frooti,” explained Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia on the thought that went into the repositioning exercise.

The TVC has been shot by Prakash Varma of Nirvana films. The film was edited in VHQ, Singapore and the sound design for the commercial was created by The Gunnery in Singapore.

Kurup says the ‘Why grow up’ campaign sets the stage for a 10 year strategy from here on. The Frooti logo has been tweaked to look a little more contemporary. The new Frooti packaging will now carry new Mango Emoticons, which the agency has termed Mangoticons. Adds Kurup, “We have launched with three new pack designs with three new mangoticons. By the next season, we will have 25 mangoticons in the market. The ‘Why grow up’ campaign will be a culmination of various media, both conventional and alternate. The web, social media, ambient installations, in premise stunts etc with a huge thrust on user generated content.”