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Appy Fizz now adorns a makeover
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Wednesday, 10 September, 2008, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Appy juice has been the favourite among youth with its distinguished taste that can beat any concentrated drink. It is cool and trendy to hang out with. Parle Agro has now launched this premium sparkling apple drink, Appy Fizz in a new avatar. Appy Fizz, which was originally introduced in the market in June 2005, will now wear a suave look with a spanking new label, cool graphics and a fun personal profile.
To capture the potential Indian market with young crowd in majority, many companies have switched over to trendy and stylish looks for their products.
"Appy Fizz isn't just a sparkling apple drink, as a brand it's the representative of the youth. And the youth is all about constant change and experiments - with looks and style, with ideas and beliefs. Appy Fizz's new look is keeping with that kind of a mindset," says Nadia Chauhan, director, Parle Agro.
In line with this innovative branding approach, Appy Fizz's latest television commercial showcases the Appy Fizz character, the walking-talking bottle, surprising everyone with its new look. "We maintained the fun quotient Appy Fizz as in the previous campaigns but added a lot of style since it was going to be about the new look," says Sajan Raj Kurup, chairman and chief creative officer of Creativeland Asia, the agency that created the new packaging design and communication.
Parle Agro has made a large investment in all its manufacturing units to enhance the premium look of the champagne-shaped Appy Fizz PET bottle, which gives the beverage its sparkling youthful appeal. The new packaging is filled with fun stuff - facts, trivia, and an invitation to his online pad. "Bold, unrestrained, unabashed and cool that should sum up the look we have created for Appy Fizz. It pretty much mirrors the youth values of today," says Raj Kurup.
Speaking about the kind of detailing in the new packaging, Nadia Chauhan says, "It's about engaging the consumer at the first point of contact and engineering the right kind of start to the relationship."
Appy Fizz is available in SKU's of 300ml, 500ml and 1 litre PET bottles, priced at a range of Rs 18, Rs 25 and Rs 45 respectively.
Parle Agro is one of the most trusted names in the Indian beverage industry, with leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley, since the last two decades. The company claims to be the first to introduce fruit drink in a Tetra Pak in India, the first to introduce apple nectar and the first to introduce fruit drinks in PET bottles in India. Parle Agro has also recently forayed into the confectionery business with the launch of its hard mint, Mintrox.
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