Abstract

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.’

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promotional campaigns, Teaser campaigns, Re-launch strategy.

Keywords

Relaunch of Frooti-The 'Digen Verma, re-launch, strategy, Parle Agro, Frooti, promotional campaign, teaser campaign, Digen Verma, tetrapak fruit juice, stagnating sales, Frooti, ambassador, positioned, enormous public interest, packaging, baseline, Just like that