Relaunch of Frooti-The ‘Digen Verma’ Campaign
Promotional Campaign, Teaser Campaign, Re-launch Strategy
The case ‘Relaunch of Frooti-The ‘Digen Verma’ campaign’ analyses the re-launch strategy adopted by Parle Agro for ‘Frooti’ and the promotional campaign run by it. The case discusses Parle’s teaser campaign which was unusual in that it revolved around a faceless person named ‘Digen Verma’ ‘ Frooti’ was the first tetrapak fruit juice to be launched in India. However, owing to stagnating sales, Parle Agro planned to re-launch ‘Frooti’ by positioning it as fun drink for the youth. As a part of the strategy, it launched a teaser campaign. This teaser campaign revolved round a faceless brand ambassador who was positioned as someone whom the youth could relate to.
The teaser campaign evoked enormous public interest. As a part of the re-launch strategy, the packaging of the product was also changed and the baseline changed to ‘Just like that.’
» Promotional Campaign, Teaser Campaign, Re-launch Strategy
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