MindShift Metrics: The New Frooti Logo - Rejected!

MindShift Metrics: The New Frooti Logo - Rejected!

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  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
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  Launch of thenew Logo • Word about the new logo was first out on the social media platforms on Feb 15th, 2015 via Facebook, Twitter & Instagram
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  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
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  Digital Reaction? • Amajority 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
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  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
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  Buzz Words
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  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
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  MindShiftin’ Insights • Arepositioning 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
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  Research Methodology • Auditconducted 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
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  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
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  Have feedback forus 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