When Frooti Decided To "GROW UP"!!!

The brand that asked us “Never Grow Up”, has itself grown up – at least in terms of the logo size. Yes, Frooti has revamped its logo with a bigger font written in capital letters. And one can notice this communication being showcased through hoardings and banners. Even in the hoardings, the packet is shown as being painted/coloured by a group of workmen.

Basically, Parle Agro has decided to undertake a rebranding exercise for Frooti. With summers already arrived, there was no better time for it to come to limelight. Right from its inception in 1985, Frooti has been seen as a drink for kids. The same was visible through TV ads, the packing, the logo, etc. And even today, Frooti could be the first thing many kids would ask while looking to have a mango drink. But Frooti does not want to just sell to those kids. The market for mango drinks was growing with increased popularity amongst adults. The youth who are thirsty have mango drinks and probably, the mango drink that they would have is not Frooti. This thought had led to the generation of ideas to get it rid off the “kids’ drink” tag. Their marketing team had been playing around the motive to attract adults right since they had moved to plastic bottles.

“Jo dikhta hai woh bikta hai” (What is seen is what sells). So, a new marketing campaign was to be created with new branding and a new logo. Just to have fresh thoughts without being influenced by the brand communication in the past, a foreign agency was onboarded with the task of rebranding. The new design is a work of London-based Pentagram while the campaign has been created by New York-based Sagmeister & Walsh.

The marketing team of Frooti intended to give the brand a contemporary and bold look, which can be more relatable to the youth. Full marks to the team who ideated the logo, the sales figures has seen a surge post the rebranding exercise. This only proves that packaging is a very important “P” of marketing, even as a standalone proposition.

For select pack sizes, the repackaging was launched in January and already a 60% growth in consumption has been observed with 80% boost in visibility. With the summers getting hotter, one can only hope more mango drinks being sold. So, have fun and stay chilled.