Following the launch of nimbu-paani based drink LMN earlier this year, Parle Agro has now launched ‘Grappo Fizz’ adding to its beverages portfolio which includes Frooti, Appy, Appy Fizz and Saint juice.
Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro said, “Grappo Fizz will fill a gap in the market for a quality sparkling grape drink. We are credited at creating the sparkling fruit drinks category with Appy Fizz, which is a major hit with the youth. With this product extension we aim to recreate the success.”
Grappo Fizz will be available in three packs of 300 millilitre (ml), 500ml and 1 litre PET priced at Rs 20, Rs 27 and Rs 48 respectively. Grappo Fizz is targeted at the youth who are constantly looking for new options. It is purple-red in color and comes in a premium PET pack shaped like a champagne bottle. Grappo Fizz can be had as mixers for cocktails / mocktails and just as a beverage also.
Parle Agro plans to tap the youth segment through a series of television commercials, point of purchase promotions and below the line (BTL) activities. Creativeland Asia is the creative agency behind the conceptualization of the ads while MFX Malaysia is the animation partner. OMD India will handle the media duties of Grappo Fizz.
The company also has major sampling plans for Grappo Fizz through mobile vans in colleges and other youth hangout joints apart from modern trade and retail outlets. Grappo Fizz will also share Appy Fizz’s unique interactive pad dedicated to their friends and fans, who can hang out at www.appyfizz.com / grappofizz.
Known for its whacky commercials and unique sense of humor, in the forthcoming TVC’s, Grappo Fizz is introduced as Appy Fizz’s cousin from London. The TVC will weave an entire brand persona around Grappo Fizz who is introduced as a “youthful rapper”. While it will highlight the launch of Grappo Fizz, it will also dramatize the differences between Appy Fizz and Grappo Fizz.
