The rejuvenated visual identity, including logo design and packaging aims to demonstrate Frooti as bold, fearless and iconic alongwith establishing its equity amongst a much larger audience to help it acquire a wider consumer base.

 

Frooti, since its inception in 1985 has always strived to remain relevant to the youth. "However, considering the huge popularity of Frooti as a kids drink, the only way to break away from the past was to undertake a radical brand makeover," said a Parle-Agro spokesperson. The move is in line with the brand’s vision to make in-roads into new consumer groups especially amongst the 15-30 year old young adults.

 

Speaking on Frooti’s re-launch, Nadia Chauhan, JMD and CMO, Parle Agro, said, “Since the brand has been an integral part of everyone's growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”

 

According to Chauhan, the new packaging design which was rolled-out in mid-January for select SKUs has shown a growth of 60% and seen a 80% boost in visibility as of today,

 

The new structural design for the re-modeled Frooti will be PET. This is because Parle considers that the acceptance and its growth as one of the fastest in beverage industry. Also the PET will ensure better strength, superior grip and a larger label area for branding. Even the formulation has been enhanced by increasing the food pulp so as to provide a more mouthful experience to the consumers.

 

Parle Agro has put a great thrust in the designing and campaign of its new project. The collaboration with Pentagram which developed the new logotype, label design and PET bottles for Frooti. Sagmeister & Walsh conceptualised the brand’s summer campaign to introduce the new Frooti packaging in a fresh, bold, and playful manner.

 

The campaign will also be supported in full thrust by print, outdoor and cinema ads. Additionally, large spend will be dedicated to on-ground visibility through strategic In-shop branding, shop boards and other semi-temporary point of sale material. Associations with events and prominent properties will also be an important facet in Frooti’s brand building endeavours.