Brand Case Study #8
Parle Agro has launched a fizzy version of Frooti and they have named it Frooti Fizz. It is the one and only brand extension for the popular mango drink in the past 32 years. It is an attempt to grow on the success of the original beverage, which happens to be Parle's largest revenue earner. Frooti makes up more than 60% of the company's sales.
Mango happens to be the largest consumed fruit in India and the management at Parle Agro is confident that there is space for more such drinks like Frooti Fizz. Another supporting factor is that mango-based drinks account for the largest chunk of the juice-based drinks in India.
Parle's previous experiment in the same category was with Appy Fizz, which was the country's first and only fruit based aerated drink that went to grow at more than 20% a year in the past 5 years.
Parle Agro's decision to launch Frooti Fizz comes four months after the FSSAI revised the standards for carbonated fruit drinks. According to the new regulation, beverages with a fruit juice quantity below 10% but not less than 5%, and 2.5% in case of lime or lemon, should be called carbonated beverages with fruit juice.
Frooti Fiz priced at Rs. 15 for a 250 ml PET package, Rs. 30 for a 500 ml PET package and Rs. 25 for a 250 ml can is being retailed across 1.2 million outlets out of the estimated 9 million outlets in the country.
An integrated communication campaign #FrootigoFizzy totalling Rs. 100 crores has been running successfully with emphasis on radio, cinema, high impact outdoor and strong digital mediums. Frooti Fizz will also reach a mass audience by being part of the largest on-air property, the Indian Premier League by being an associate sponsor.
What more? Well Parle Agro has also roped in Alia Bhatt as the brand ambassador of Fruit Fizz to amplify the colorful side of Fruity Fizz in an attempt to capture the young and trendy generation.
Comments
Post a Comment