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.
Credits
Creative Agency:
Sagmeister & Walsh
Production House: Hornet
Inc., New York
Director: Clim
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.
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