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Saturday, March 14

Hasn't Grown Up!!

Just saw this new Frooti film on Bhat's blog - http://www.lbhat.com/advertising/frooti-slurp-ad/.

One of those clever, slickly produced ones which get talked about in the ad frat. I didn't quite like it. Don't think it will end up doing anything substantial for the brand.

Frooti has a perception(kiddie drink) problem. (Actually, that may not be such a problem after all) And in a related sense, it's got a design(read packaging design) issue.

But over the years Parle has been trying in vain to solve the two problems by merely making 'different ads' be it the Digen Varma one or the 'India has changed, Frooti hasn't'(last year sometime) and now this...

Fruit drinks have been historically subservient to colas in image terms. Don't think it's quite bridgeable...except maybe some design(packaging) turnaround is possible.

I found 'Why grow up?' quite an unconvincing stance for a brand that's been around for decades!!! For me, it's brand Frooti that hasn't really grown up with the times:-)

Have no clue how the sales are but this flip-flop every year is not quite helping Frooti! This one too will be forgotten among the ad debris...Sad, as Frooti is amongst the few classic homegrown Indian brands that's still around with all the MNC onslaught...

4 comments:

meraj said...

completely with you.

'india has changed but frooty hasnt' still had some sense in it...a language which a good homegrown brand can speak.

Manish said...

haan. but like i said the solution is not an ad...the category has changed. consumer expectations have changed. they havent bloody changed the drink in decades.

what about Frooti cocktails, what about Fizz Frooti, this one-flavour-one-pack-different ads will never work...

i think i have a few ideas...maybe i should contact the client for brand consultancy for Frooti and suggest some strategic ideas that will help the brand:-)

Pooja Nair said...

Yes frooti variants sounds really good. I would love to taste a frooti fizz and a frooti ice-stick etc...

but have to say this about the ad - it really turns me off.

The signoff better suited would be:

"why cheer up?"

Everyone in the ad is angry and retarded rather that carefree and childlike.

parambyte said...

well said manish. many of the ads out there on TV rely comepletely on execution. where's the idea? what does it do to the brand? in many of the current ads (especially on TV, print has been murdered), the idea becomes the hero, not the brand!