“Why Grow Up” was a campaign started by Parle Agro to give Frooti new look and new positioning. The campaign was started in 2009 and now when we look back, it seems that creative agency has done a wonderful job in creating this campaign.
Advocacy is the most powerful means of creating goodwill and thus creating stronger brand. In all these advertisements, company has used common people and they are seen playing around with large, non-symmetrical, funny mango.
This is a great strategy in which brand has given preference to common people over celebrities and stars. The new campaign gives a new, young, happy and funny look to brand. “Why Grow Up” campaign is conceptualized by creativeland .
This is a part of long term strategy of company, as per the news they want to take brand to new heights and associate it with young and aspirations of audience. The company has even incorporated the new designs in the packaging with a small change in logo and brighter color of tetra packs.
The company has gone aggressive with smaller packs of frooti and gave a heads on collision to other fruit juices and aerated drinks. People have spent their lives growing with frooti and now when they are part of their new brand strategy .
The creator of ad has used candid cameras and captured the surprise impact of the participants who are playing a game and which in turn is made an ad. This is a very unique concept and highly appreciated by the audience. All people not only children but adults who still long for happiness in their lives love the advertisement.
Frooti is considered to be a cult brand and in some sense a category name also. Mango is considered to be king of fruits and brand company has done a great job in understanding the strengths of the company and revamping the identity of brand thus keeping its heritage intact.
2 comments:
Hi!! Good analysis.
My hypothesis is that Mango juice as a category was consumed primarily by kids or young teens & not so much by Adults (I need consumer profiling data for brands like Frooti, Slice, Maaza around 2007-08 in order to prove/ disprove this hypothesis) - For the time being let's assume it to be true b'coz common sense dictates so.
Now, possibly the kids & young teens segment was nearing saturation, which, necessitated the mango drinks brands to expand the demographic profile and move up the age ladder for targeting. All the other mango drinks brands did it - Slice through it's series of Aamsutra ads stressing sensuality/indulgence & Maaza through it's "Jaldi kya hai" ad.
Recent efforts by Frooti are also directed towards the same - Adults playing with large, non-symmetrical, funny mangoes indicate Frooti is trying to bring Adults down to the Kid's platform, so that, Adults can associate themselves easily with Frooti, a kid's drink.
Once this basic ground building is done (Which I believe is going on smoothly - Again I'll depend on MR ad efficiency test to be sure of), Frooti will advance with "Drink Frooti - Relish your child-hood" kind of communication, thereby, establishing the connect & completing the process. If I'm not too wrong, this next step of Frooti will follow through soon.
Hi DJ,
This is a nice perspective, which you have brought into the discussion. Though I have different opinion as the segment of kids and teens is not constant, we are adding numbers in this segment every year and the market is going to expand.
The positioning I think frooti has taken is extension of "Catch them Young" and don't leave even if they are in the middle age. I believe that in years to come they will take a stand that "Born with frooti and die with Frooti".
So over a life cycle of a person, brand wants to position itself as a thirsty quenching partner.
Also a very straight forward stand could be that now audience is becoming more health concious and fruit juice segment is getting benefits of that, but I believe that should not be the long term strategy of living on some other category's shortcomings.
But I appreciate your views and would like to know your thoughts on the same.
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