Parle Agro, recently announced the launch of Frooti Fizz an extension of its flagship brand Frooti. With the objective of widening the already existing Fizz portfolio, the launch is supported by an integrated communication campaign #FrootiGoFizzy, exuberating its fun and playful characteristics. Frooti Fizz with the campaign #FrootiGoFizzy seeks to refresh the category it created, of fruit plus fizz drinks in 2005 with the launch of Appy Fizz which continues to dominate in 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 #FrootiGoFizzy campaign will move forward the expansion of Parle Agro’s fizz portfolio 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 crores by 2022, Parle Agro also aims to increase its market share within the mango flavored 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 of one’s’ life with its bubbly and exciting experience conveying how Frooti Fizz is different, with a unique combination of mango and fizz together. The 360-degree campaign, conceptualized by Sameister & Walsh, with a budget of INR 100 crore includes a new TVC 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 brands 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, 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. Alia Bhatt’s, recently announced as the brand ambassador, palpable energy and bubbly persona in the campaign is a perfect representation of the young and trendy generation and will help amplify the playful quotient of Frooti Fizz.
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. 4000 crores over the next few years.”
Speaking on the campaign, Jessica Walsh, Partner, Sagmeister & Walsh, said, Frooti Fizz brings together some of the best qualities of brands we've 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 recognizing it's a fresh new evolution of these beloved brands. Frooti Fizz is the first fizzy mango drink to be launched in India, and we aim to visualize the uniqueness and excitement of this beverage and its fizz through images that move. We chose to work with Alia Bhatt as the brand ambassador as she represents the brand qualities of Frooti Fizz: she's fun, funky, fresh and full of energy just like the drink is.”
Coming on board as the brand ambassador, Alia Bhatt, said, “Frooti has always stood out to me as an innovative brand with its fun filled marketing campaigns but when I first saw the Frooti Fizz campaign, I was blown away by how it was so different yet perfectly connected me with the brand and the product. I had an amazing experience and tremendous fun being a part of it. #FrootiGoFizzy is a quirky campaign & all about just having a whole lot more fun in life.”
Speaking on the new TVC, Clim, Director said, “Making the Frooti Fizz TVC was an unforgettable experience. The gift of creative freedom is something you don’t normally see much of in the commercial world. Collaborating with creative minds like Jessica Walsh, Nadia Chauhan, Zak Mulligan (Director of Photography), the powerhouse that is Alia Bhatt, and our amazingly talented and diverse crew was something truly special and unique. It helped to make the challenge of capturing the essence of this simple but compelling idea through set design, choreography, edit and even the sound track a source of both personal and professional growth for me.”
The brand has strived to remain innovative and creative throughout with a marketing strategy that borders on the unconventional. With multiple stakeholders on board including a creative agency, production house and director located across multiple continents bringing their inputs together, Parle Agro aims to achieve the vision they set out for the brand and derive the right output. The commercial which is conceptualized jointly by S&W based in New York, produced by Hornet Inc., New York, directed by Clim will go live on 1st April on TV. The music for the campaign is directed by Amit Trivedi.
Creative Agency: Sagmeister & Walsh
Production House: Hornet Inc., New York
Music: Amit Trivedi
Director of photography: Zak Mulligan
About Parle Agro:
Parle Agro Pvt. Ltd. is the largest Indian beverage company. Today, it is a '2,800 Cr organization'. It operates under three business verticals: Beverages (Fruit Juice based drinks), Packaged Drinking Water and PET Preforms. Each of these verticals operates as independent entities. As a part of their penetration strategy, they have also set-up an exclusive division for Beverages in the RGB format. Over the last few years, their infrastructure has grown to 76 manufacturing facilities both in India and overseas, and has developed a widespread network of 4,250 channel partners that cater to more than 10 lakh outlets in the country.
They cater to the mass market with brands like Frooti, Appy, Appy Fizz, Frio, Dishoom and Café Cuba. Frooti has been the pioneer in the fruit drinks segment and today enjoys market-share of 85% and 33% respectively in the Tetra Pak and PET categories. Appy is the undisputed market leader in the apple juice based drink category with a market share of close to 70%. Appy Fizz completely owns the category of sparkling fruit juice based drinks.