Answer analysis

Basic fruit drink knowledge questions before any brand, product is revealed.

1. Name the first brand that comes to your mind when you think about fruit drinks.

Most people initially recalled Tropicana mostly followed Appy, Real and Frooti

2. Name the brands that come to your mind when you think mango based fruit drinks.

Popularly Slice and Frooti were recalled with one subject recalling Maaza as well. Clearly
indicating Slice and Frooti’s dominance is this mango based fruit drink.

3. Name any particular ad of that fruit drink they recall.

First ad they recalled was Frooti’s – Mango Frooti fresh and juicy, then Shahrukh Khan’s Frooti ad
where he’s playing football. Up until now in all three question we had asked Frooti’s name has
popped up at least once clearly establishing that their ad campaigns up until now have had good
impressions and good recall.

Now we showed them the ad for 3 seconds since according to research we found out that an
average person spends maximum 3 seconds on a print ad.

4. Ask them what elements were they able to recall.

They were able to recall the big Frooti package bottles and Dev Bhatija recalled the rickshaw at
the bottom as well. Whilst for Slice they all instantly recalled Katrina Kaif.

Clearly having a popular brand ambassador like Katrina Kaif helped in brand recognition and
recall the most while having the big Frooti bottles got people to know which brand ad it was.

5. Which ad was representing which product.

They clearly could associate Katrina with Slice as they’ve stuck to the same face and concept for
years, so they’ve maintained a constant image in consumer’s minds.

While Frooti was recognised by its big bottle packaging represented on the ad, they were easily able
to recall because of its tetra pack was big and in focus.

6. Which ad had easier comprehension is those few seconds

Slice because they could immediately associate Katrina Kaif’s face to Slice, so not much attention
was needed on the audience’s part as the moment they saw Katrina they associate it with Slice
because Slice has kept Katrina Kaif as their brand ambassador for now 10 years.

7. Based on the few seconds interaction with the ad which left a greater impression and
why.

Most of them said Slice again because it was a well-known face of Katrina while Dev and Rhea
Ginwala liked the Frooti ad more because of the big Frooti tetra pack and the colours that’s
popped out.

Even after a few seconds interaction with the ads they clearly had a better recall with the Slice
ads better which they primarily credited to Katrina Kaif’s popular face and how Slice has kept her
their constant face for a decade now.
Now the ads are shown at length to them, letting them analyse its elements and details for some
time to process all the information that advertisers have put in.

8. Now ask to rate following things on a scale of 0-10 – visuals, logo, overall

Frooti

Visuals – 6, 5, 6, 8 ½ (Dev), 7, 6

Logo – 7, 8 (Dev)

Overall – 7 average

Slice

Visuals – 8 average

Logo – 8,8,8,8,7,9 (8 average)

Overall – Girl – 8

Boys – 9 to 9 ½

9. Now ask why they rated each of the following as much

They preferred Slice over Frooti since they preferred the fact that Slice had used fruit in their
body copy making it seem more appetizing. Plus they thought Katrina looked seductive.

Dev stuck to his preference and said that he liked the fact the Frooti had its focus on themselves
and their product and not on anybody else.

10. Which parts they liked and disliked and why

Rhea mentioned the fact that she liked the fact that in Slice’s ad they could she the product and
the dark background contrasted with the yellow bottle capturing more focus.

However there was no information about the product, they thought they were primarily banking
on Katrina and her popularity to sell the product. They thought that Katrina after an extent was
taking the focus away from the product and all you could see was her face.

For Frooti ad, they all liked the ad especially the girls who found it very creative however it takes
too much time comprehending all the elements in the ad.

Dev liked the big tetra pack clearly letting him know that it is a Frooti ad.

11. Which ad had easier comprehension at length.

While everybody said Slice because the Slice ad had very selective major elements in it, which
made it easier to comprehend for the audience. Dev, stuck to Frooti again saying he’s loyal to
the brand no matter what.

12. What type of appeal are they going for in this ad – emotional, endorsement, sexual,
youth, adventure, romance

For Frooti they picked emotional and youth while for Slice they picked endorsement, sexual,
romance and adventure.
They could very clearly tell what sort of appeal each brand was going for with the respective ads.

13. Kind of gratification this ad is providing – informational, emotional, social, personal

gain, tension free need.

For Frooti they picked informational, emotional, social while Slice seemed to provide more
personal gain. Both were picked for tension free need but in different sense, like Frooti was
telling them to go back to their childhood days while Slice was telling to forget the rest of the
world and just focus on Katrina.

14. Word association – easy, comfort, feminine, desire, bold, cute, yellow, mango, bright,
adventure, happy, fun, drink, healthy, childhood, nostalgic, sex, busy, affection, light,
holiday, natural, Indian, foreign, life, fair, honest, story

Frooti – easy, comfort, cute, yellow, bright, happy, fun, drink, healthy, childhood, nostalgic,
affection, light, holiday, natural, Indian, life, fair, honest, story

Slice – mango, feminine, desire bold, sex, foreign, Katrina

15. Situation if Frooti and Slice were two students in a class how would to categorize them
as?

Frooti would be a cute, young, happy boy of about 7-8 years of age while Slice would be an
arrogant but sexually attractive female student in her early to mid twenties.

16. If Frooti and Slice were stuck on an island who’d survive?

All answered Frooti since Frooti has been in the market for the longest and has the biggest
market share till date.

17. Which ad they preferred at the end and why?

All answered that they preferred Slice because of easier comprehension and the fact that despite
most of them thought that they were solely banking on Katrina to sell the product but they
thought it was an effective ad strategy since it made the ad seem much easier to understand.