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MARKETING

Parle Agro introduces Frooti Fizz, supported by communication campaign
Monday, 03 April, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Parle Agro launched Frooti Fizz, an extension of its flagship brand Frooti. With the objective of widening the existing Fizz portfolio, the launch was supported by an integrated communication campaign, #FrootiGoFizzy, which sought to refresh the fruit plus fizz category it created in 2005 with the launch of Appy Fizz which continues to dominate the category.

The product and the campaign will connect to the young consumers who are looking for alternatives to synthetic drinks and are gravitating towards healthier options like fruit-based drinks. The campaign will move the expansion of Parle Agro’s fizz portfolio forward by creating an offering to the large set of mango drink consumers with Frooti Fizz.

While building its fruit juice-based fizz portfolio to Rs 4,000 crore by 2022, Parle Agro also aims to increase its market share within the mango-flavoured beverage space by adding innovation in the mango category with further solidifying the position of Frooti.

The #FrootiGoFizzy campaign builds an elevation in the level of fun in one’s life with its bubbly and exciting experience, conveying how Frooti Fizz is different, with a unique combination of mango and fizz. The 360-degree campaign, conceptualised by Sameister  and Walsh at a budget of Rs 100 crore, includes a new television commercial for its mass reach.

Along with television, the campaign will include high impact outdoor, print and strong digital campaigns set in a world of optical illusions, targeting the brand’s core target audience. To further fuel the growth for the brand, Frooti Fizz will also be a part of the largest on-air property, the Indian Premier League (IPL), coming on board as an associate on-air sponsor.

The campaign will also see focus on radio and cinema, along with on-ground activations bringing out the spirit of the super cool, playful and fresh feel of the brand in all possible ways.

Speaking on the launch of the campaign, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “The launch of Frooti Fizz is a step towards taking fruit plus fizz category to the next level.”

“Since the product launch, the consumers’ response towards Frooti Fizz has been extremely positive and encouraging. We are confident that the power of both Frooti & Fizz in one brand, coupled with the very aggressive marketing strategy for #FrootiGoFizzy, will be impactful for the brand growth and help us grow this category that we created to over Rs 4,000 crore over the next few years,” she added.

Jessica Walsh, partner, Sagmeister & Walsh, said, “Frooti Fizz brings together some of the best qualities of brands we have recently relaunched, the mango from Frooti and fizziness from Appy Fizz.”

“The goal with the new branding we created was to merge the two visual languages from the existing brands, so the consumer would feel the familiarity while also recognising it’s a fresh new evolution of these beloved brands,” she added.

“Frooti Fizz is the first fizzy mango drink to be launched in India, and we aim to visualise the uniqueness and excitement of this beverage and its fizz through images that move,” Walsh stated.
 
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