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Repackaging Frooti

Background

Launched in 1985, Mango Frooti was the first ever drink in India that was available in a TetraPak. Almost every Indian has grown up with Frooti, creating immense nostalgia for the brand. All of us have hummed, “Mango Frooti, Fresh ‘n’ Juicy” and it has stayed in our hearts and our subconscious. Over the years, the communication and packaging have helped in creating the perception of being a fun brand.

While Frooti remains the No.1 choice of kids, it is not the most desired mango drink amongst the youth. As kids grow older, they grow out of Frooti. They think it’s a drink for kids. A perception that has been built primarily because of the fact Frooti was till quite recently only available in TetraPak, a format that’s been popular with kids.

The kids who grew up with Frooti are still young. They might have forgotten Frooti, but Frooti hasn’t forgotten them.

Frooti needs to charm them again. And charm them in a way that grown-ups like. Frooti needs them to fall in love with it. Once again. Make itself an integral part of their lives forever. If we were to illustrate an example, this is what it would be – The Simpsons.

You don’t outgrow The Simpsons. It continues to grow with you. It doesn’t hold itself back from changing with the changing times. The older the series gets, the more contemporary it feels. And Frooti shouldn’t be any different. What The Simpsons is to the world, Frooti is to India.

Over the years, Frooti’s packaging has evolved. Frooti has gone through many progressive design changes in the past. But maybe, it’s time to take that leap. And take the market by storm. But a sensible leap. But a sensible leap. One that is as evolutionary as it’s revolutionary.

Creative Challenge

And here’s what the new Frooti should be

  • It should be iconic.
  • It should have a powerful visual hook.
  • It should be aspirational.
  • It should have universal appeal.
  • It should evoke a feeling right from the shelf it sits on.
  • The intention is to simply charm the consumer with the packaging.
  • It should be a happy-sunshine-fun bottle label/pack design.
  • And, of course, it should have solid shelf throw.

Colors
Frooti has always worked around a defined color palette (see brief pack for details). You can explore other colors if needed.

Recall Value
A successful brand always has a visual hook that ends up being a unique brand property. Frooti needs a strong visual hook (see brief pack for details).

Logo
The Frooti logo has its own unique character. You could use the same logo or create a new logo unit.

Deliverables

  • Redesign Frooti packaging
  • Redesign the Frooti logo (optional)
  • The Frooti pack variants include the 200ml TetraPak, the 90ml TCA pack (triangular TetraPak), the 250ml Bottle Pack (TetraPak with a cap), and the 500ml PET.
  • Each of these pack variants can be designed as per its Target Group.
    – TCA Pack: Kids 4-9 years
    – Bottle Pack: 16-24 years
    – PET: 16-24 years
    – 200ml TetraPak: 10-15 years

References

Submission Guide

1. Online submission

  • All submissions must be made via our online entry site only
  • All supporting materials and boards must be mailed/ couriered to delivery locations only
  • While you can start working on your responses today, entries will be accepted from the 20th of March 2014
  • The last date for online submission is 21st April 2014. No entries will be accepted after this.

2. A2 size presentation board (40×60 cm)

  • The board must be mounted on card-board, card paper or foamboard and should not be more than 2mm thick
  • This board will be a summary of your entry work. Limit your work to a maximum of TWO boards only.
  • It should contain key visuals (maximum 5 visuals) with brief captions (maximum 10 words) and a summary text (maximum 100 words).

3. Supporting material

  • Supporting Entry text must be pasted behind the presentation board, and should not exceed 500 words.
  • A Case Film, if appropriate can also be submitted to further support your entry. Please use your discretion to decide whether a Case Film is crucial to explain your project.
  • Any Case Film, if submitted must be no longer than 90 seconds. Please encode your video in HQ compressed as a QuickTime file using a H.264 or MPEG codec. The resulting file should have Audio and Video as one file, encoded as PAL no larger that 720p. Output size should be no larger than 500 MB.
  • A soft copy of the presentation board along-with a soft copy of each image must be uploaded on the entry site at the time of submission along with supporting Entry text and Case film, if any.

For more detailed information – please download this brief and read it in detail alongwith the terms and conditions.

More info about Presentation boards
More info about Case Films
Terms & Conditions

Download the Brief
Download the Brief Presentation
Download the High Res Frooti Logo