Parle Agro is re-presenting its fruit beverage brand Frooti for summer 2015 through a identity shift from fresh and juicy to bold and contemporary. The company has re-launched Frooti in a completely new visual identity with bold packaging design, and an enhanced recipe to ‘establish its equity amongst a much larger audience’, as per a company statement.
The company is all set for a national launch of the new Frooti packaging designs accompanied with pan-India marketing campaign introducing ‘The Frooti Life’ to all its consumers.
“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 market’s response to the brand’s 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,” Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd, was quoted as saying.
Parle Agro reportedly collaborated with leading design and creative consultancies, Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for the new summer campaign. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective.
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