Advertising Opinions

Recent Times The name Frooti has become generic to the category of fruit drinks in Tetra Brik packs to some extent. A colleague of mine had once shared with me an interesting anecdote; for some reason he had happened to ask a friend of his whether he had ever heard of Jumpin, the reply he got was, “Oh Jumpin Mango Frooti, of course I have heard of it!” That was years ago, a few days ago someone visited this blog while searching for ‘Jumpin Frooti’. This shows how strong Frooti has become in the category of fruit drinks in Tetra Brik packs. Jumpin’s performance improved to a great extent in the late 1990s thanks to improved distribution on one hand and more focused advertising on the other, while Frooti was miles ahead Jumpin was slowly and steadily gaining ground. Unfortunately Godrej decided to make some changes in Jumpin’s distribution policy, as a result of which the brand lost most of its market share. Today Godrej Jumpin has only a token presence in the mar...

Early years Advertising of Frooti has gone the reality route in the recent times, the ad campaign this summer is based on mango themed games, and people of different age groups are shown participating and having fun. Frooti’s reality advertising actually began last year, the ads featured giant sized mangoes were shown falling and tumbling much to the shock and surprise of passers-by who were unaware that a TV commercial was being shot. A post by Shilpi Bose on this campaign was earlier carried in this blog. Over the years Frooti’s advertising has changed a lot, so has its package – from Tetra Brik pack to PET bottle and competition; let me share some of its history, whatever I can recall. Frooti is a 25 year old brand, at the time of its launch what differentiated it from other soft drinks was its package; if I remember right it was the first product to be seen in India in Tetra Brik package, or Tetra pack as it is normally referred to as, which was a new form of packaging introduced...