Frooti – The Digen Verma Campaign

“Just Like That”

Presented byBenjamin Zhimomi.

Introduction to the campaign

“Digen Verma campaign was a promotion campaign Designed and executed by Everest Integrated Communications (Everest) in the year 2001. Its purpose was to Reposition Frooti as a youth drink. It helped increase the sales by 30% and capture a huge market share of 80%.”

Launched in: 1984.Category: Fruit Juice.Flavour: Mango.Package: Tetra Pak.Main Competitors:

- Coca Cola - Maaza- Pepsi – Slice

Product

Frooti before the Campaign

• Sales was dropping.• Loosing appeal. • Recall rating was decreasing.• Competition was increasing.

The Campaign

• Reposition Frooti as a Youth Drink.• Increase the recall rating.• Create a Brand Name as Fun and

cool Drink For Youths.• Increase the Sales.

Image as

Kids Drink

Keep the

Kids Age Segment

Competitors

Like Coca cola

and Pepsi

Acceptance

by youths

Problems Faced

In Repositi

oning

• Create High Selection Retention commercial of Frooti. - Frooti should be the First name to come in mind when they think of a fruit drink.

• Create High Customer Personality Involvement with Frooti. - The youths should think of Frooti as youth drink. - Think of Frooti as a Fun and Cool Drink.

Objectives of the Campaign

Behavior of Target Segment

(Behavior of youths aged 16 – 19)

• Curiosity.• They want to act Bindass.• They like to act different.• They like to act like people they

think are cool.(Salman Khans hairstyle in Tere Naam,Amir Khans hairstyle in Ghajini)

Activities of the Campaign

• Digen Verma.• New tag line to “Just Like That”• New Packaging and Introduction of

PET.• Powerful Promotions:

- Teaser Ads.- TV Commercial.

A TV Digen Verma Commercial

Who was Digen Verma?

“ Digen Verma was a fictional personality. He was a mystery. He existed only in the minds of the people. He was created to make the people curious and get their attention”Why Digen?

Why Verma?

Means of Promotions

• Teaser Ad:- Bus.- Canteen.- Cafeteria.- Mall.- Car etc.

• Video Commercial:- TV.- Cinema.

•“Digen, your cars being Towed”!!

•“Digen was here”??

“Just Like That”

• “Bindass” Tag Line.• More Youth like tag than “Fresh and

juicy”.• Flip and Drink.

Packaging

• Flashy graphics.• Signature green and yellow colour.• Flip and Drink packaging.• First PET bottles in different

quantities to suit different needs.

Effect on People

Make People Curiou

s

Generate

Interest

Remind

them again

Set In their

Minds

Connect

with Frooti

Product POP and PODPrice

Fruit Juice

POP

Tetra Pack

Filp and Drink

POD

Outcome

• Increased Mass Appeal.• Made a huge presence in the market

by capturing 80% of the market.• Shifted to a new segment.• Retained the old Kids segment too.

The Situation after DV campaign

68

80

6

Sales in %

Pepsi-SliceCoke-MaazaParle-FrootiUnorganised

Recommendations• Frooti should continue coming up with

creative ideas like this have a consistent Image.

• Product quality should be consistently checked and enhanced to improve customer satisfaction.

• New product variant like Strawberry, Pineapple etc should be introduced.

DIGEN SAYS…

THANK YOU!!!!