India – Frooti, one of India’s oldest juice brands, has undergone a major rebranding for the first time in 30 years, taking a fresh perspective on its industry heritage.
Creative agency Sagmeister & Walsh came up with the idea to create a vibrant world populated by miniature characters, vehicles and plant life with only the Frooti packaging and mangos kept in real-life scale. Speaking about the inspiration behind the creative direction, art director Jessica Walsh explains: ‘We noticed how most of the billboard campaigns in India used a similar language: lots of text-heavy ads or straightforward images of people and product shots.’ Frooti differentiates itself from a crowded market using a simple and bold visual identity with an added touch of sweetness and humour. The vibrant billboard adverts are accompanied by brand extensions such as a recipe website, microsite, games and an Instagram lead social media strategy.
The Big Picture: Frooti is showing how the Transmedia landscape provides opportunities to play with the brand and take consumers on a journey of discovery rather than sell directly to them.