“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.
