WHADA FIZZ...

You gotto be kidding if you don’t remember the fizz ParleAgro created with the launch of Appy Fizz created during its launch in June 2005. The target was clear –Gen Y and the positioning was abso clear- “A Cool Drink to Hang out with”.

The personality of the drink was a cool dude aged in late teens or early 20s and typically fun loving, pocky – just like that chilled out dude you hang out with. I briefly remember last year when I and a a friend of mine met this gentleman at Parle Agro (ahh one of those sponsorship-cold-visits for our college fest virtualities) and we asked him why Appy Fizz didn’t come in glass bottles. He said that the apples are original Kashmiri apples which are of top grade quality and the taste would be hampered if packaging wouldn’t be PET. Appy Fizz is available in SKUs of 300ml, 500ml and 1 litre PET bottles, priced at Rs18, Rs25 and Rs45 respectively. Ok Gotcha! So you have an array of variants in terms of sizes lined up. A slight putoff was the price tag it carried but it was a clear show of premium which all of us were ready to pay – afterall it was the ONLY fruit based fizz which was fun to drink and unlike the fantas and the mirindas. Ok I also gathered the fact in the meet that Appy Fizz initially faced a lot of problems from the MNC Brands while placing it at the multiplexes and youth zones! The sales team did a fabulous job though backed by the strong pull that brand created. Who can forget the amazing series of TVCs the brand had right!! Its all about the RE-CALL Effect, I still remember my engineering days when few people carried Appy Fizz bottles (refilled with drinking water) in colleges as a signature – “I’m cool”. And that induced others to buy the product. Yea packaging rocks man!

Now if we go by text books, product life cycle says that Appy Fizz would still in the end of the growth stage, the brand enjoys a decent brand pull. But maybe the craving for the brand has slightly passified, afterall the name fizz still has soda in it and the sudden buzz about the “oh-what-about-my-calories” effect is turning to people’s mentality. Right so what do we do @ Parle Agro! We have a new product launch (I’ll capture it soon) which was recently announced. Parle Agro is entering the 100 % juice market in a bid to take it head on with established brands like Dabur’s Real, PepsiCo’s Tropicana and Coca-Cola’s Minute Maid. Afterall the Indian juice and juice-based drinks market is standing at over Rs 1,200 crore with market growing at around 20 per cent YOY. In a recent press release, Nadia Chauhan, director, Parle Agro, told Business Standard that its premium apple drink, Appy Fizz, has been introduced in a new avatar. “Appy Fizz isn’t just a sparkling apple drink; as a brand it is 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 in keeping with that kind of a mindset”.

 Wow! In sync with the statement, check out the the latest commercial by Appy Fizz new avatar  

The ad shows the bottle of Appy Fizz changing and surprising his buddies with the new avatar. ''We maintained the fun quotient Appy Fizz had 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 the communication. ''Bold, unrestrained, unabashed and cool that should sum up the look we have created for Appy Fizz. It pretty much mirrors the youth values today', he adds.

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''. Yea if we talk about packaging, as the 5^th P, Parle Agro has a history attached with itself. The company was a pioneer in introducing fruit drinks in Tetra Pak's in India, and the first to introduce fruit drinks in PET bottles in India – who can forget the “frooti” packs we all craved for as kids right!

Do you know the APPY FIZZ also does a CSR Activity on Global Warming?No click here

Its called "DONATE YOUR ICE" where APPY FIZZ and his friends educate us about the funda thats gripping the world @ this point of time. But still it would be gr8 if they have a better gripper for the youth connect something like TATA TEA has come up with (see my previous post) 

My take for the repositioning it has done,3/5...you are revitalizing the need for the brand among the TG. This ad will induce the users to go and try out the new fizz.  The 2 points that I kept reserve is since the product perse is still the same!! Looking for more Appy!! Cheerz and way to go!!!

SOURCE:

Business Standard Article

PARLE AGRO 

TATA TEA...JAAGO RE CAMPAIGN !!

Well a few months back, TATA TEA flodded the commercial of JAAGO RE, a catchy bold statement which said "HAR SUBAH UTHO MATT.JAAGO RE!!"
Wow!!So we get this stir in our souls when u see the guy outsmarting the politician who has a cuppa tea with him when he comes to ask for vote!
For a moment you might just feel the itch to do something similar...to a prof who is lousy in campus, to that oversmart nerd who has to know everything on earth...or even the gal-nex door who thinks no end to herself.
Bang then, thats what the ad has to do!Apply the STP funda here, "we" are the segment TATA Tea is targeting- the ones who have the guts to stand up and VOICE our opinions. So you get into the positioning of TATA TEA and u say "Har Subah Sirf Utho Mat, Jaago Re!" So its talks about the awakening of the minds each morning to do something bold.Smart...now for all of us young marketeers, heres how you leverage on ur gaining popularity and build ur brand awareness.

Tata Tea, India’s largest volume tea company announced a new chapter in its evolution by unfolding an innovative positioning and presentation of its largest tea brand – Tata Tea.

Jaago Re, the new campaign, will kick start across the country on October 1, 2007. The new campaign leverages the unique position that tea enjoys in our culture and attempts to migrate tea from being a physical and emotional revitaliser to becoming a catalyst for ‘social awakening’.

Its the doers age today and not the speakers or sulkers! Hence what TATA TEA sends is a msg that we need to VOTE...to voice our opinions...check out the TVC here which is on air and provokes the youth-junta to vote.TATA TEA TVC

This campaign will clearly establish thought leadership for the brand to go along with its market leadership.
The four Tata Tea brands – Tata Tea Premium (largest selling tea brand in India), Tata Tea Gold, Tata Tea Agni and Tata Tea Life – currently are advertised and positioned uniquely. These four brands have now been bought together under one umbrella brand- Tata Tea. This consolidation and unification of the four brands is aimed at communicating to the consumer a single, unified message in terms of emotional connect.

Speaking about the re-staging of the brand, Mr. Percy Siganporia, Managing Director, Tata Tea Limited, said, “ We are charting a course to be India’s foremost tea based beverage company and a key mission towards achieving such leadership is to establish Tata Tea market and thought leadership for branded tea in India. We are building market volume leadership and are tasking achievement of market value leadership. As a category leader Tata Tea believes its youth oriented market and operational focus will emotively connect with issues that drive the heart, mind and soul of India’s emerging social consciousness. Tata Tea will lead category thought and widen the scope of the current universal appeal of tea based beverages.”

Explaining the rationale behind the new campaign, Ms. Sangeeta Talwar, Executive Director - Marketing, Tata Tea Limited, said, “In India tea is much more than just a beverage, it is indeed a way of life. It is so deeply embedded in our psyche, in our roots, and our culture that we cannot imagine life without a cup of steaming hot tea. The new campaign will migrate Tata Tea from being a physically and emotionally revitalizing tea experience to one that will challenge the consumer’s intellect to “awaken” to what is around them. It will motivate people to internalize the tea experience and externalize their social awakening. It is probably the first time that any brand is taking on the mantle of social responsibility in such a manner. The campaign will also provide a poignant platform for connection with the youth.”

The campaign in keeping with the meganess of the strategy also plans to deploy a mega approach to connect with the consumer at all possible touch points. Television will be the lynchpin of the campaign. There will be one main commercial and six short duration commercials. Each of the commercials will touch upon one relevant social issue. As part of the campaign Tata Tea brand has also tied up with the Jaago India foundation. The foundation and Tata Tea have launched a website that each month will cover a socially relevant issue. The site will provide all the required information on the issue, will allow consumers to interact and provide solutions. To generate interest and create empathy the site will feature four short film on the topic of the month. Other than television and the website the campaign will also use radio, press, shop level visibility and the new outdoor medium of malls and multiplexes to drive home the message of Jaago Re. Many of the communication tools being planned at the malls and multiplexes will be used for the first time in the country.

For Details,
JAAGO RE ONLINE CAMPAIGN
ORKUT
TATA TEA Ltd.