This summer, Parle Agro has made a drastic repositioning of its unique product - Appy Fizz. Launched inwards 2005, Appy Fizz had carved a unique house inwards the Indian marketplace pose amongst its fizzy apple tree drink. The ready was built on a cool quotient exemplified past times the strategy of anthropomorphism. The drinkable became the cool graphic symbol together with the ads besides supported the positioning. Appy Fizz had 1 of the adept taglines " Influenza A virus subtype H5N1 Cool Drink to Hang Out With"
Now Parle Agro decided to undo all those amongst the novel campaign. Influenza A virus subtype H5N1 lot of things own got changed inwards the novel repositioning.
- The packet was changed. The logo was tweaked together with the pattern is inwards describe of piece of job amongst the Frooti logo design.
- The tagline was changed to " Feel the Fizz".
- The Appy Fizz character has been discarded.
- New celebrity endorser inwards Priyanka Chopra.
sentry the holler hither : Appy Fizz Repositioning
The novel repositioning came equally a big dampener. The ready changed its personality completely. The tagline " Feel the Fizz" is also a pathetic replacement of " Cool drinkable to hang out with". This " Feel " thing is an overused tagline. For example, the scooter ready Hero Maestro has the tagline " Feel the Josh". Ford before had the tagline " Feel the divergence ". So Appy Fizz actually fizzled out inwards the tagline section.
Secondly most the celebrity endorser part. Appy Fizz was personified equally a male. Now all of a abrupt when the ready is endorsed past times a woman someone celebrity, I actually felt odd. Moreover, the novel holler is besides much Priyanka together with real less Appy Fizz. In all the before campaigns, it was the ready which had the prominence. In all sense, Appy Fizz lost its coolness.
My hypothesis is that Parle Agro wants the ready to come upward into the mainstream. Appy Fizz past times nature is a niche product. Because it is apple tree drink, the salience volition also move low. Trying to alter that would move a risky affair. At the same time, the ready tin dismiss operate to strengthen salience together with ready preference. The electrical current road taken past times Appy Fizz is besides risky together with unnecessary.
Cool Quotient is something that is real hard to attain. Appy Fizz was fortunate to successfully pose itself equally a Cool brand. In 1 stroke, the companionship has undone all the investment it has made inwards the brand. My forecast is that at around indicate inwards time, the ready volition move forced to move a " Cool drinkable to hang out amongst ".
