Can Frooti Fizz Reignite Passion for the 32-Year-Old Brand Parle Agro

  • The reactions on social media to Frooti Fizz, launched last month, have ranged from feelings of disbelief to fear to anticipation.
  • Nadia Chauhan, Joint MD, and CMO, Parle Agro is confident that with Frooti Fizz, they are targeting a larger audience which includes all kinds of synthetic users, looking at healthier alternatives.
  • The launch timing is significant. This launch comes at a time when carbonated beverages have been facing sagging sales and an imminent threat of a sugar tax. In such an environment, adding fizz to Frooti does not seem that far-fetched an idea.
  • At Rs 600 crore, Frooti is Parle Agro’slargest brand with 65% share. This launch hopes to make the flagship sexy by adding carbonation to the age old Frooti formula.
  • This can increase the appeal amongst young people and expand the segment of fruit based drinks. It could also bring back some ‘fizz’ to the mother brand’s equity.
  • The launch is being backed by a massive Rs 100 crore marketing budget, with Alia Bhatt is the face of the campaign created by New York-based Sagmeister& Walsh. The brand has also announced its association with IPL as an on-air sponsor this year.

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Parnati Jain

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Yash Rathod



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