Parle Agro, the largest Indian beverage company, is all set to disrupt the beverage category in India yet again with its all new drink, B-Fizz. This unique and refreshing malt flavoured carbonated drink with apple juice, is set to revolutionise the taste experience of consumers across all age groups.
The product is an exciting new addition to the fruit plus fizz based product portfolio from the company, which pioneered this category with Appy Fizz. The aggressive marketing, bold packaging and attractive price pointis set to create much waves in the Carbonated Soft Drink (CSD) category. The brand has roped in mega-star, Priyanka Chopra Jonas as the national brand ambassador to maximise reach and awareness of the new launch while Jr NTR has been roped in as the brand ambassador for Southern India.
Positioned as a drink For the Bold, the product presents a unique, bold and invigorating taste profile. The malt flavour mirrors a strong taste of beer while the sweet tinge of apple juice appeals to the palette of all age groups. It also stands out as a healthier alternative to synthetic fizzy drinks available in the market. Additionally, the strong and distinctive red coloured packaging resonates the boldness of this light and refreshing drink that is ready for consumption at any time of the day or night.
With marketing investments of Rs 40 crore, the company is looking to build tremendous buzz for the product through a high-decibel marketing campaign. It begins with two new TVCs, one featuring Chopra for national media and the other featuring Jr. NTR exclusively for southern markets. The TVC campaign will be supported by impactful and innovative print, mobile and digital activations. It will also be the sponsor for select marquee television properties. The campaign will be aggressively promoted across IPL on Hotstar and YouTube. To drive excitement and demand, the brand has undertaken large-scale sampling of the product through various direct to consumer delivery apps. The company has even deployed OOH for higher impact across 96 cities as of now.
Commenting on the launch, Nadia Chauhan, joint MD and CMO, Parle Agro, said, “Parle Agro is always at the forefront of elevating experiences for its consumers. We love to push boundaries and constantly strive to introduce consumers to taste and experiences that increase excitement and B-Fizz does just that. Subsequently, we have been extremely particular about our Rs 10 price point that’s unmatched in the market. This dominance will not only help scale up our robust distribution efforts post the lockdown, but also ensure B-Fizz is accessible to a larger audience. Our soft launch has already received positive feedback and we are extremely eager to create maximum impact with B-Fizz across markets.”