Soft drinks ads in the summer of 2013

I have observed that most soft drinks brands today are getting more and more dependent on celebrity endorsement. The three cola brands have used celebrities for decades; among mango drinks Slice has been using Katrina Kaif for some years. This year Maaza has jumped into the celebrity bandwagon by using Imran Khan and Pariniti Chopra, till last year Maaza ads were pretty good without celebrities. Humour was very well used so why are celebrities being used now? Well at least the basic message/proposition has remained consistent –“Har mausam aam”.

What surprises me this summer of 2013 is the Frooti ad campaign featuring

Some short comments on recently seen in India

I would like to put down some thoughts and comments on some of the recent and current ads: Corelle, Parachute Scalp Therapie, Makemytrip.com, Sonic branding -- Storyboard, Frooti, Monster.com and Fanta.  

Corelle

The ad says that in order to demonstrate that Corelle Glass Dinnerware “is still as durable as ever” the runway was greased. The ad shows a model fall and drops the Corelle plate she was holding, but the plate does not break. This is one of oddest ads I have ever seen. Are they using humour in the ad? By the look of the ads it does not seem so, in fact it is a bit horrifying to see the lady fall suddenly. Surely there are other ways to show the durability of the product.

Mango Frooti – Growing Up Part 2

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.

Mango Frooti – Growing Up Part 1

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

Frooti Advertising Always Fresh and Juicy – Consistent message but hope nobody was hurt while filming

‘Mango Frooti Fresh and Juicy.’ I love this rather catchy tagline. Ever since Frooti was launched this has been the theme for Frooti’s ad campaign. What do I like best about their campaign?

No celebrity endorsement.

 The message has essentially been the same only the approach has changed over the years; it is a fun drink, everybody loves it and it is a good substitute for mangoes.