Branding and Brand Management

How did Frooti initially build a strong brand?

When Frooti first came to the market they believed in innovation to a great extent. It was the first brand as to come up with a tetra pack. No one has seen any such thing before. In order to increase their reach, they resorted to promoting in several other environments such as schools work places etc. You could find a Frooti easily and anywhere. The name Frooti came up due to its association of it being a fruit drink. Product advertising played a huge role in building the brand. In its initial phase there was a lot of education involved right from promoting the product, to explaining what the product really is. The knowledge branding then shifted towards increasing consumer base, and hence the Why Grow Up campaign came into the light. They came up with several campaigns and took to several means to promote the same. They covered all the aspects of the integrated marketing communications so as to reach the masses. Their branding could be seen all over the place, on hoardings on television commercials, digital platforms, transport etc. They also conducted several on ground activities.

Current brand management:

The tagline of ‘Fresh and juicy’ has created major brand recall in the minds of the consumers. So that they don’t lose this link that the consumers have, the Frooti packs currently incorporate the decades-old tagline, with only a minor change. Even the ad plays the jingle towards the end. However its current brand communication theme is based around Why Grow Up.

Frooti keeps coming up with rather innovative campaigns in order to keep its pace in the mango drink market. By roping in a celebrity as big as Sharukh Khan, Frooti has assured a good amount of interaction from all his fan followers as well.

The Frooti ads throughout the years have focussed on mango lovers. They are targeted to their consumers in a rather endearing way. If you wish to know about its brand recall, there’s just one test to put forth. Try humming the Mango Frooti tune; you will not be able to stop just there. It’s tagline goes hand in hand with the product. This is a perfect example of a brand creating an outstanding recall in the minds of the consumers.