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Parle Agro revamps brand, packaging of Frooti; to introduce new campaign
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Wednesday, 01 April, 2015, 08 : 00 AM [IST]
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fiogf49gjkf0d Parle Agro’s Frooti has undergone a brand revamp. It has launched a new identity and visual language including logo design and packaging 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.
This summer, 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.
Speaking on the relaunch, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd, states, “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.”
Parle Agro collaborated with leading design and creative consultancies, Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for summer campaign. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.
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