Parle Agro has rolled out the launch campaign of its recently announced fizzy mango drink, Frooti Fizz.
The campaign has been conceptualised by Sagmeister and Walsh and consists of a film featuring Alia Bhatt. The film goes live on digital today and will go on-air on television in early April.
Speaking with Campaign India, Nadia Chauhan, joint MD and CMO, Parle Agro, said, “We have focused on building stark visual imagery around the brand. It's worked with us in the past and we have continued with it because it has helped get top-of-mind recall.”
On the idea behind the launch of the drink, she said, “From the time we launched Appy Fizz and created this category of sparkling fruit drinks in 2005, we have seen that consumers want healthier alternatives, but still love something that’s got fizz. It makes them feel more refreshed and has more adult appeal. The consumers we have acquired for Appy Fizz are not traditional juice consumers. These are people who are looking at alternatives to synthetics. So, even in the case of Frooti Fizz, while we have a large consumer base for Frooti, Fizz is going to cater to a slightly more adult audience.”
Parle Agro had re-branded Frooti with a new logo and packaging in 2015. According to Chauhan, this launch of Frooti Fizz will bring 'new energy' to Frooti as well. Appy as a brand was first launched in 1986, a year after Frooti. The company then re-launched Appy around 2002 in the black packaging. "It started flying off the shelf post that. We had no marketing around it back then and it was doing phenomenally well. Then in 2005, when we launched Appy Fizz and started advertising, it helped Appy. It was like most brands having a premium version and then a sibling. Mango still contributes more than 95 per cent of the overall category volume and even though there are new flavours, the largest chunk of volume is mango based. We’ve not really seen any innovation in this category. It will have a rub off effect on Frooti as it brings in new energy to the brand.”
While Appy Fizz was priced higher compared to Appy at the time of re-launch, Frooti Fizz and Frooti are priced the same (Rs 30 for a 500 ml). But Chauhan believes the new product may yet have a premium feel to it.
The launch campaign for Frooti Fizz also consists of print, outdoor and digital.