Appy Fizz : Cool Drink To Hang AroundBrand : Appy Fizz Company : Parle Agro Agency: Grey World Wide In the 7000 crore Indian Soft drinks industry dominated by the cola majors, Parle Agro is fighting for its share with its mango- drink Frooti and the apple drink Appy Fizz. I have talked about Frooti in one of my earlier blogs. Appy was launched in 1986 as an apple drink in tetra pack after the mega success of Frooti. But Appy was not that successful compared to Frooti. This year we saw the new avatar of Appy in Appy Fizz. Appy changed in to nectar based drink in 1993.Appy was launched with a new bottle and communication this summer trying its luck in this large Indian market. In the fruit based soft drinks, Apple drink is perhaps at the lowest in the hierarchy. The taste is less popular compared to the Orange, lemon, mango and pineapple flavors and in all these flavors there is cut throat competition among the cola majors. So Parle is trying hard to create a new segment with this drink. As a customer, I was never attracted to apple drinks. The only branded apple drink I remember seeing is the Himachal Pradesh Apple drink counter at the railway station. May be the popularity of apple drink is low in South India because of the availability and price factor. Since there is less popularity for this flavor, even after 20 years, Appy has not become a major brand in the SD market. That may be one of the reasons why Cola majors are not looking at this flavor. Appy Fizz is now being relaunched as a “Cool Drink to Hang Around With”. With its champagne shaped bottle and smart advertising, Parle has succeeded in creating a Fizz in the segment, which is basically the Indian Youth. Going by the demand in the College canteen for this drink, Appy Fizz has been able to catch the fancy of the early adapters. The ads created by Grey World Wide are cool and projects some thing unique about this drink that forced the TG to experience this product. The product itself is good hence there is a possibility of positive word of mouth. But it has to be seen whether Appy Fizz can be a volume player competing with Orange and Mango flavors. It is difficult because Appy is a heavy drink compared to Fanta or Appy can ride on the health factor too in comparison with the other SD’s..... 9:39 AM tanu varshney said. appy fizz is attracting d fizzy youngsters towards itself. colas are present... I would prefer cola or other flavors to this drink when I feel thirsty but will take a sip of this drink once in a while for a change (my personal opinion)... CAN I HAVE A CLEAR ANSWER ON THIS.. i dnt think it'll go too high in market.I feel one of the main reasons is the ambiguity.... i think parle agro should come out with more new flavours . customers will give it a try.... The brand will succeed if it can win the palette of the TG and with the current promotions.etc 8:51 PM prakash said... which makes it an ideal party drink as a welcome drink or a drink for those “tea totallers”. In my home I feel it is risky to serve this drink to the guests because you never know how many will like this taste...... BCOZ I AM A REGULAR USER OF THIS DRINK. ... 6:04 AM Nisha Jayadas said. The taste may be popular with only a segment of the market hence limiting the scope of this brand. THIS WAS THE CONTENT.. becoming really a popular drink nowadays.. These factors limit this brand to be a niche player but a profitable proposition if this brand is promoted seriously and positioned as a premium drink.neither does appy fizz come under"fizz drinks" nor in the " fruit drink". I wonder why companies in the US don't cash in on Apple juice like the way it has been done so by Parle agro... appy fizz has failed to join the biggies in soft drink Market. Another advantage of this brand is the golden color of the drink.. but as long as lemon .but it claims to be a part of both these markets. I GOT A MAIL FROM MY FRIEND..if appy can work on these grounds n work on the same to advantage it surely has the chances of ruling both the markets....lemon fizz .Mirinda... [email protected]. It contains cancer causing agent. I purchased appy form Mohali ( Near Chandigarh)& found fungus Etc. PARLE TEAM PLS. Hello Dear Frineds. pl go to: http://www..1) APPY FIZZ Do not drink APPY FIZZ ..com 5:58 PM deep said.. PRAKASH.. I tried to contact with company toll free no 1800227772 but it was engaged.. As I the Marketing Personnel of Parle Agro Pvt Ltd like to tell my opinon that appy classic or appy fizz that dnt contain any kind Cancer causing Ingretients. As u said about the Appy Fizz Drink that it contains a cancer Causing Agent. So dont be worried about the Lame things.. 10:26 AM chhuana said. Regards Prince Gaur 1:43 PM Anonymous said.. Dear Prakash. DO REVERT ABOUT THIS. its total hoax.. Pls do care of appy fizz i have pic which i will send to parle agro. MY MAIL ID.eg.... These all the fake notions and Myths which spread by the bad word of mouth.com/2009/02/07/mythbustingfwd-mails/ 10:27 PM Prince Gaur said... as the colour resembles the shampagne colour and to an extent the taste also. I believe the packaging of the drink has also affetced to build its image with the consumer's.. The package is dark.. why it didnt become popular ? I would like to get ur views on the reasons for failure of the Fanta's apple brand? 7:14 AM Sonam Shethia said. creating that need should have been the top priority and communication could have improved in a better manner. I would like to add a small comment on the Colas not taking the Apple flavors.thums up etc 10:42 AM Arun Narayanan ( U109011) said. . Also i believe.i don't now about cancer from appy becoz i like appy . When the Fanta's apple flavor was launched . this drink was targeted towards non alcoholic consumer's who do not feel left out while their folks enjoy consuming alcohol. and the purity of the apple drink cannot be reflected in this packahing. Sir . i drink once in week i like compared to colds drink like pepsi.. Also when we know the market has not adopted to the taste of apple juice.. And to create communication that really stands out in the cacophony of freebie announcements. An ice tray as a freebie sounded just right. Not warm” movement. . Another truth. be true to the consumer. and they run out of ice quickly. was a huge success. We created a mock social campaign against Global Warming to promote the free ice maker trays. One. of course. and most refrigerators in India come with one ice tray. To come up with a relevant attractive freebie. Two. intelligent and formed his own opinions. We turned Appy Fizz into the Indian Al Gore and the ice makers – his weapon against Global Warming. be true to the brand.Task: Fighting the Freebie War To create a hot consumer promo for Appy Fizz during summer. Appy Fizz conquered the freebie war and somewhere contributed at least a wee bit to the fight against Global Warming. The communication we created for Appy Fizz personified the drink as a young and opinionated colle drink to hang out with Market Scenario: Nothing is hotter than an Indian summer. Process: Global Chilling In FreeThinking™ sessions on the brand. It was a 360 degree guerrilla campaign in true propaganda style asking people to get the free ice maker and make more ice to keep Global Warming away. and compete in the freebie war with large multi-national beverage brands with practically one-tenth of their budgets. we realized that thanks to global warming. He was a youth icon with a tremendous following. It had become a collectible and a symbol of the fight against Global Warming. Barring perhaps the sales of cold beverages during those three months. Appy Fizz’s spirit of activism then took over. We decided that we wouldn’t give away any random freebie with Appy Fizz. we laid out a few parameters for the promo. During one of the sessions. We called it the “Make Ice. tied in pretty well. every brand comes up with exciting consumer promotions. Background: A Cool Youth Icon and a Hot Summer A few years back Appy Fizz walked out a of a refrigerator and into the hearts of millions of oung Indians. What followed was just mind blowing! And the promotion. The promo definitely had to have stature. It was imperative that the promo cannot be mindless. To get a bigger share of the pie. The cola giants especially offer some big prizes on every purchase. The Appy Fizz consumer was forward thinking. this particular summer was hotter than ever before. Everything he did or said was seen and heard. Indian families are large. Consumers stopped looking at the ice tray as a freebie. . . . Sept. and enhances visibility at points of sale. really expanded after the PET stock-keeping unit was introduced. which was originally launched in cartons and was primarily a children's drink. Priced at Rs 13 for a 250 ml pack. Ms Nadia Chauhan. which is necessary with a carton. 24 Parle Agro hopes to expand the market for Appy. Also. one can just take a swig from the bottle and need not use a straw. the chances of spillage are lower and hence. There is also a general shift towards PET. and creating multiple occasions for consumption. cater to a need for onthe-go consumption and to retail outlets that use ice and not refrigerators to chill the drinks. But personally. said Ms Chauhan. The drink was launched in cartons in 1986. the fruit nectar never needed any advertising as it was widely available and did well from the start. Further. Speaking to Business Line. Parle Agro claims a market share of 75 per cent in the apple beverages market – it also produces Appy Fizz and Saint Apple Juice. in cartons. On-the-go consumption in beverages is 75 per cent and within this segment. its apple nectar. as it enables consumers to see the beverage before it is consumed. the bubble will be gone and the taste would be so sweet. says a note from the company. the advantage is the availability of bottles for larger quantities. Although Appy Fizz is only good at the moment you open the bottle because after a day or two. drinking the beverage over a period of time is easier as the packaging is sturdier. According to Ms Chauhan. more convenient to carry. which has never been advertised since its launch. the PET format is growing at the fastest pace of around 55 per cent. It is sold across 8 lakh outlets. said the customer base of Frooti. the format is expected to widen the consumer base as it would appeal to youth. Parle Agro. Joint Managing Director and Chief Marketing Officer. bringing teenagers. with the launch of an SKU (stock-keeping unit) in PET bottles. I really like Appy Fizz Drink and I would definitely buy it be it in small tetra pack which is easy . The company is also considering a bout of advertising for Appy.Parle Agro hopes ‘Appy' in PET bottles will boost sales Our Bureau Chennai. The taste was unique from any other apple drink because this kind of beverage is really something that you can fake a champagne look. Appy is the first apple drink in PET packaging and hopes to enjoy a first-mover advantage. says Ms Chauhan. really like to drink sparkling juice because it is so refreshing and I like how it looks like a Champagne especially Appy Fizz Sparkling Apple Drink. youth and all members in a family into its fold. the maximum size available is a 1-litre SKU. As for home consumption. It is still healthy to drink Appy Fizz instead of soft drinks so I really opt to buy this kind of juice drink. But this one tastes awful. I feel that one should not use it after two months of manufacturing. Almost daily I drink a can of Appy Fizz. a drink of Appy Fizz gives more relaxation than anything else. Barring this anomaly. So when I heard about the new product by Appy Appy Fizz. Appy fizz by hariram I like Appy brand of artificial apple juice very much. I decided to giver it arty as well. We don’t want to keep it longer because the taste would be different aside from the fact that the bubbles will also be gone. primarily because of its royal taste. I have experienced that the taste started to change when I kept this juice more than one month in my refrigerator. As it says. at least the taste and smell of apple was really there. refreshing apple drink and is non alcoholic drink.. I bought a half liter bottle. I found that it is all due to the mixing of some acids. which comes is an attractive . However. You can purchase Appy Fizz Sparkling Apple Drink at selected Stores and Malls in India for an affordable price of Rs50 on the bigger bottle. Although it is not with a cork and it will never pop loudly when you open it in their plastic bottle container. With the mixing of these acids like Malic and Citric. You can enjoy drinking Appy because it is healthy. What we usually store in the fridge was the big bottle of 1000ml which my hubby and I can consume within two days. It also helps that Appy Fizz is available in the market in five cases. and the soda tastes a bit to acute for my tongue. it is made of handpicked apples from the best apple garden of India. I really enjoy putting it in a champagne glass because it does look like one when you pour it out. I think the best before written on the cane is more than what it should be. It is a drink which is made of pure apple. Though there are many products in the market which claims to be of pure apple. Fresh. the drink is quite tasty and serves the purpose of body in terms of health. I also experienced that when one returns from the hot Sun.and very handy to carry. clear and crisp and I personally like the sound of it once we open the bottle. the nutritional value of this drink increases. I also experienced some acidic taste in this. the best before date written on the cane is about three months. No matter how much you have in your pocket. came across Appy Fizz during the last summer and since then I have become a sort of regular. It also helps in retaining the juice fresh for months. Despite all this. It tastes more like a poor cola drink. you can always afford a drink of Appy Fizz. I think only this drink comes straight what it says. As for me. It also costs within our planned budget. Or 75 cents. which is neatly and beautifully packed. One more thing.packing. and I would also like to suggest everyone to follow this. This is one of the most tasty fruit drink available in market along with fruity (which does not offers apple flavors). I dint liked it a bit. However. But I swear. I think they should not experiment too much with flavor. my family members are fine with it. If some one is fed up of having the same old traditional cool drinks then the Appy fizz can be a good choice to have a change. and this the sugar content of the product will be much more than the one with the real Apple juice. I have tasted this drink and it is good for adults. SO you can have it for once in a while. It is a cool drink to hang up with. and the taste was too much for me. I have not tasted anything yuckier than this one. Just try it and tell me how u liked it. This tops my list . I will stick to the old Appy apple juice. It simply tastes like the apple and some what like the hard drinks but it is not a hard drink and is very safe for any one who would like to have it. It comes in a very beautiful bottle. Appy is one of my favorite fruit drinks. and flavors has been added in a perfect way. But I must say. I also would not like to have it in future. introduced in the market recently. Although I am not sure abut its nutritious value but it is highly recommended for anyone who is interested in fruit drinks but bottle flavored can never be substitute. Appy Fizz is quite strong in its taste. which is use and throw. Appy fizz by baba Appy fizz is a new drink which is an apple juice. this is the best artificial Apple fruit juice brand that I have ever tasted. and I won’t have them if they are more than a week old. but I still recommended natural fruit juices that the bottled and artificial one. The taste is really good. and is only for those who like such actuate taste. as the name says it is an apple flavored fruit juice which comes in a flat black box packed. But this is surely a try if you are looking for a substitute. The packing looks great and even the juice tastes good. We can rate it 70 on scale of 10 . as my son drank the rest of it. and coasted me 30 Rs. so fortunately the bottle was not wasted. and I have seen quite a few of them! A 200 ml bottle costs 10 Rs or 25 cents. The bad thing is that this is not natural. but I can not even have it full. I do check the expiry of such drinks. I just sipped a few times.