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 integrated communication campaign #FrootiGoFizzy, highlighting its fun and playful characteristics. With the campaign #FrootiGoFizzy, Frooti Fizz seeks to refresh the category of fruit plus fizz drinks that it created in 2005, with the launch of Appy Fizz.
The product and the campaign hope to connect with young consumers who are looking for alternatives to synthetic drinks and are gravitating towards healthier options like fruit-based drinks. The #FrootiGoFizzy campaign will take the expansion of ParleAgro’s fizz portfolio forward by creating an offering to the large set of mango drink consumers. 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-flavored beverage space by adding innovation in the mango category with further solidifying the position of Frooti.
The 360-degree campaign, conceptualized by Sameister& Walsh, with a budget of Rs 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 brand’s core target audience. To further fuel 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 playful and fresh feel of the brand in all possible ways. The recent announcement of actor Alia Bhattas the brand ambassadorrepresenting the young and trendy generation will 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 andfizz in one brand, coupled with the 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.”
Speaking on the campaign, Jessica Walsh, Partner, Sagmeister& Walsh, said, “Frooti Fizz brings together some of the best qualities of brands we've recently re-launched, 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 and 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 soundtrack a source of both personal and professional growth for me.”
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 AmitTrivedi.
Creative Agency: Sagmeister& Walsh
Production House: Hornet Inc., New York
Director of photography: Zak Mulligan