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...
Popular Posts
-
Like most of us, I have been privy to the out-of-work Bollywood actor Shilpi Shetty's bizarre turn-around in fortunes through the Britis... -
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen... -
I have been trying to collect, glean, comb, forage, rummage, scan, scout:-) stuff on celebrity endorsements and the Future of Bollywood ! In... -
I find Sacred Space in TOI (the quotable quotes, anecdotes and more section) to be a good idea cyclotron! Day before yesterday, there was a ...
-
It's been a hell of a long time away from the blog. I feel guilty, anxious...and the fingers feel a bit rusty!! So where was I and what ... -
As a planner I am often forced to converse in slides...There was a time few years back, when close friends accused me of even thinking in po... -
Had written a post sometime back on what we can learn from tea bag marketing! Revisiting the theme of smaller SKUs of thought! As planners( ...
-
About six months back, at our small agency we started a learning program called SchoolOfDavid. We/I haven't been very regular but yeste... -
My college friend Ram who runs a boutique travel agency - soulitudes , often helps me step out of my routine, regimented life/ comfort zone....
Saturday, March 14
Hasn't Grown Up!!
Subscribe to:
Post Comments (Atom)
4 comments:
completely with you.
'india has changed but frooty hasnt' still had some sense in it...a language which a good homegrown brand can speak.
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:-)
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.
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!
Post a Comment