Find out what happens when the most loved brand changes it's positioning? Know more about the new positioning of Frooti, the background and the verdict from digital audience.

2. Background
• January 2015 – Parle Agro ends it’s 9 year association with
Creativeland Asia
• January, 2015 – The task of developing a new packaging for
Frooti was assigned to the international design consultancy
Pentagram
• February 2015 – The revised logo was launched on Social
Media and selected outlets

3. Launch of the new Logo
• Word about the new logo was first out on the social media platforms
on Feb 15th, 2015 via Facebook, Twitter & Instagram

4. Launch on Instagram
• The brand made its debut on Instagram with it’s new
positioning with the handle @thefrootilife
• The instagram handle witnessed an increase of 980 Followers
during the launch phase

5. Digital Reaction?
• A majority of the conversations were
neutral (54.2%), with the fans
enquiring as to when the change was
made and if it were a rumor
• However, 44.3% people expressed a
dislike towards the new logo
• With an overall of 437
mentions in the past 13
days, the brand received
an immediate reaction from
its audience on Twitter, a
maximum number of
conversations taking place
on the platform (93.8%)0.2%
0.2%
0.2%
0.2%
1.1%
4.1%
93.8%
Forums
Online News
YouTube
Instagram
Blogs
Facebook
Twitter
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
54.2%44.3%
1.5%
Neutral Negative Positive

6. Negative Buzz About?
• Fans almost instantly related
the new Frooti logo to that of a
censored stamp, army logo
and a reject stamp
• They claim that the connect
they used to have with the
brand has been lost
• The design consultancy
Pentagram was criticized
by approx. 4% the audience
• There has been no response
by the brand on social media
with regards to the concerns of
the people

7. Buzz Words

8. MindShiftin’ Insights
Strong Points:
• Word of the new logo was first let out by Frooti on the most
proactive social media platforms via Facebook, Instagram and
Twitter to get a reaction out of its audience
Recommendations:
• An initial pilot or a survey to understand feedback on the logo
would have helped the brand
• The launch could have led to better outcome if it were backed
with a cause or reasoning to the change in logo
Weak Points:
• The brand did not communicate a story line as compared to
their earlier campaigns, keeping their audience informed
• A proactive social media approach and response management
of queries via Social would have helped to understand the
reaction
• A missing story & communication, regarding the change in logo
has been noticed

9. MindShiftin’ Insights
• A repositioning campaign needs a strong story to be
communicated which needs to devised in various phases, in
order to tap the reactions of the audience and engage with them
during all phases
• The logo has been affiliated with terms like Magic and childhood
and hence, Black seems a negative color with the new branding
• Digital Audience have associated the logo with Army, Rejected
Stamp and Censored Logo, all denoting a strong/harsh
messaging as compared to the earlier bright/fruit and lively
colors
• A 360 degree communication strategy devised to share the
reason behind the shift and backed up by various advertising
models would have helped brand leverage positive traction

10. Research Methodology
• Audit conducted as part of MindShift Metrics – Perception
Analysis Model, where we focus on a brand and it’s
customers/ consumers reaction with respect to a particular
change in the product/ service offered.
• Duration of Analysis: February 15, 2015 – February 27, 2015
• Overall Mentions Analyzed: 437
• Platforms Analyzed: Facebook, Twitter, Instagram, YouTube,
Google+, Online News, Forums and Blogs

11. Read our MindShiftin’ Reports
The Selfie Epidemic
In India and Around The
World
Frooti Vs Slice Aamsutra –
SRK or Katrina - Social Media
Campaign Report
Impact of Social Media on
Hospitality and Tourism
GOSF 2014

12. Have feedback for us on the Report? Would you like us to
study your brand and the impact social media can have
on it?
Get in touch:
Arashdeep Sandhu
Research Head – MindShift Metrics
arashdeep@mindshiftinteractive.com
Neha Puri
Sr. Manager – MindShift Metrics
neha@mindshiftinteractive.com