Well, why "Child is the Father of Man"? You must have noticed that as kids, we have a strong urge to quickly reach adulthood and once we are adults, this urge fades away and rather, we want to go back to our childhood again . Well, this is general human tendency beyond human control.
Well, marketers have well capitalised on this facet of human behavior paving way for an otherwise unnoticed pattern of consumption behavior. Let us see the new frooti commercial. Click here to view the commercial.
Here, themarketers are asking the consumers, "Why grow up?" Adults really don't want to grow up, rather they want to get back to their childhood. As a child, you must have slurrped your drinks to the last drop. You still do it, may be subconsciously as you want to be a child again. Now, as an adult, slurrping to the last drop is like repeating the behavior seen in early stages of growth.
Well, it is a brilliant positioning strategy. Give the consumers what they want. They want to get back to their childhood which is actually a latent or hidden need, and that is what is being offered to them by Frooti. I think they have managed to break the clutter.
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15 comments:
Well Lavika,
You know when I saw this ad on the television, I said to myself that frooti have come out with this Ad at the right point of time using the right strategy, as the summer is scorching in. After seeing this Ad, I felt that anyone would love to get back their childhood, put practically it is never possible.
Previously Frooti was targeted only at the young kids, but now they want to target everyone (Adults). In this particular ad the consumers never want their childhood back, but it aims at telling us that when we drink Frooti, we remember of our childhood days. It conveys the message that we (Adults) feel ourselves very young when we drink this Frooti and hence its says "Why grow up?"
If we see the Ad properly, the shooting and the concept of the ad itself has not been done in a right way. It shows to us that some of the people slurped the frooti keeping it straight and not tilted. It also shows us a man is having an empty bottle tilted over his mouth, nothing being in the bottle and wasting his time. In practicality many of the adults do not have so much time to drink the frooti itself and here it shows that many of the adults are biting the straw or the tetra pack and just wasting their time. Do you mean to say that after drinking frooti the adult becomes immature and loses his image, becoming a child?
As a child, one must have slurped the drinks to the last drop, but now if we slurp till the last drop I would say that I am enjoying the taste of frooti and making my monies worth on it.
In this summer the adults do not want their childhood back (latent or hidden need what you have mentioned) which looks so funny, but they want a chill frooti to quench their thirst, calm them down from the heat and make their taste buds enjoy the taste of frooti.
Regards,
Kunal Vaswani
May be its funny for you, but that's the fact. If a customer is so bothered about the penny that he had spent for the last drop, he wouldn't have bought a drink like Frooti.Hope you got the point.
Also the tagline says,"Never grow up" which substantiates my take on the issue.
I dont agree to wat kunal has to say..still i respect yo comments.its your view abt th commercial..n i totally stand by th fact tht diffrnt ppl hve diffrnt opinions.
i think wat th commercial conveys is evry individual has a kid in him.n he hs frooti it gts him bak to hs chilhood days.thts one of th objective.n nt tht adults hve no time to waste time drinking frooti.as we all know, frroti is loved by all irrespective of th age bracket.n thts wat th commercial talks abt.If the individual drinks frooti till th last drop, doesnt mean he becomes immature. Rather he enjoys drinking frooti a lot :)
No offence meant.But i appreciate wat kunal has wrote.it gave me a different perspective to think of.
thanks kunal..And Lavika,great post.I love your writing.
Keep it up gal.
Regards,
Richa.
Well Lavika you mean to say that Frooti is promising the consumers that they will get back their childhood when they drink frooti (by satisfying their latent or hidden need what you have mentioned). Then I feel that they are doing false promises and just fooling the public as getting back the childhood is not only difficult but impossible.
Customer is always bothered about the penny what he spends. Let it be frooti or any other product, only if he finds the product worth he will go ahead and buy it. He will see to it that that his monies are worth on the product. That is the general tendency of any customer.
Here also I mean to say that the frooti is so tasty that the customer enjoys the taste of it till the last drop.
If you see my earlier comment, I have substantiated about the point “Why Grow Up”
Coming to Richa I appreciate your taught about this ad.
But to tell you frankly in the real life we never see any sensible adult biting the straw or the tetra pack what is shown in the ad. I am sure if we see any kind of person what is shown in the ad, anybody will tell that the person is mad, or lost his senses or is crazy. Let us imagine we adults acting like the way shown in the ad, we ourselves will feel awkward in doing any of those acts. Don’t we? How many adults have you seen in the real life acting like that except in mental hospitals.
No offences to anybody. This is just what I felt, I expressed it.
Thanks,
Regards,
Kunal Vaswani
Well Kunal, I agree that customers want value for money, but they are not gonna get value of that last drop which costs a penny or so. If the customer is slurrping the last drop to have maximum utility of money, he wont waste his money on Frooti He will drink water rather.
Regarding getting back to childhood, its not a promise. Its the positioning of the brand. Positioning can be subjective or objective. Its objective when you can measure the benefits you get by using the product, but here its objective positioning. You just cant measure whether you have reached your childhood. So, I really think its a smart strategy break the clutter.
Well this Ad can be taken in this way- The consumers (including adults) are enjoying the taste of frooti so much that they are not leaving it till the last drop. They are completely satisfied of the drink what they have had.This will force the common man to go and buy a Frooti.
To tell you frankly your entire money becomes worth only when you have utilized the drink till the last drop and here I have also said that they enjoyed the taste of frooti simultaneously.You know with the help of every drop, an ocean is made; with the help of every rupee a property is made. Similarly every drop of frooti waters their mouth so much, as it is so tasty that they cannot leave it.
Basically in this ad they are making the adults become like children when they drink Frooti.
To conclude I would say that the creative mind used behind this ad is marvelous, but here only i was looking at the other side of it as this ad has two side of coins and the debate can go on and on. Very few people could see the other side of the coin in this ad like what Richa has mentioned. So i just tried to highlight the other side of it.
I am not against Frooti or Richa or yourself. What i felt i shared it. Anyways good work Lavika keep it going.
Regards,
Kunal
See Kunal,
Do you know what positioning is? Positioning is all about giving psychological benefits to customers. Products fulfill innate needs while brands fulfill psychological needs.
When Pulsar says "Truly male", it isn't that you become a male after buying the bike.Its a bike positioned on masculinity.
Well, thats what I can say. If you dont agree to it, I am OK with it as blog is a place where the blogger expresses his/her views.So, its perfectly fine with me.
I got the point what you want to convey and I agree the same with you.
Just to correct you about pulsar’s tagline ‘Definitely Male’ and not “Truly male”.
You know personally I myself prefer Frooti compared to any other areated drink.
nice discussion.Rather healthy discussion i shud say.
i dun think if d admaker has himself lookd so minutely into th ad as wat kunal has :)good observer.
i think Lavika wanted to talk abt th positioning of frooti and nt th way ad has been made.still great insights.
n what is POSITIONING kunal???
Anyways,Keep up th good work kunal.
Why dont u start your own blog???u shud really think over it..
coz as per mentioned by u"u cud see th othr side of th coin which none of us cud see".
thts great.highly appreciated..
All the best buddy!!
Regards,
Richa
a new addition to yo blog :)
congrats gal...
keep up th gud work!
Thank you so much Richa. In fact I am working on to start my blog. I will launch it soon.
Regards,
Kunal Vaswani
Either consumers live in the 31st century or are Alleins. If they are not able to connect to the commercial.
when frooti says 'why grow up' they arent promising the consumers that drinking frooti will take them back to their childhood. Rather its a reminder to the consumers, that thier is a child within you. keep it alive and kicking!
Here's an articles postedon www.afaqs.com which throws light on why frooti adopted the strategy 'why Grow Up' and the consumer insight that was crucial for this campaign.
http://www.afaqs.com/perl/news/story.html?sid=23575
Well that point of Why Grow Up was clearly explained by Lavika saying It’s the positioning of the brand, giving psychological benefits to customers.
Whether consumers live in the 31st century or are Alleins, CONSUMERS ARE THE KINGS!
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