WHY REBRAND?
Frooto has had a strong branding influence in the Bangladeshi society.
Every kid has at some point consume Frooto; Keeping this in mind I intended to build a rebranding Campaign knowing that recognition would happen instantly.
Mission Statement: To regain the lost brand identity and continue to be the market leader in the beverage sector.
Research Objective: To find out the reason behind frooto’s decline and perception of frooto in the consumer's mind.
PRIMARY RESEARCH
- Questionnaires
- Blind Test
- Shopkeeper's Interviews
- Interview- Muhammad Shafiq, Frooto General Manager
- Interview- Shezan Marketing Head
Brand Repositioning:
"The most refreshing Juice"
Positioning Statement Frooto: a refreshing drink with good taste falls under the category of the flavored juices which compensate and replenishes the lost energy of the human body . The redefined target audience for Frooto contains SEC A,B and C that have a busy lifestyle and quite often feel exhausted and overloaded.
Campaign Elements
- TVC: 30 seconds
- Print: Teaser Ad, Campaign Ads (Magazine, Newspaper)
- Digital: Teaser and Main Campaign (Social Media, Websites)
- Outdoor: Teaser and Main campaign (Billboard)
- Radio: 15 Seconds
