Parle Agro has announced the launch of a 360-degree campaign for its drink B Fizz which has seen extraordinary success within a year of its launch. The brand has unveiled a new celebrity face too and has onboarded Arjun Kapoor to evoke a sense of boldness and fearlessness.
The media campaign has been rolled out for many mediums including OOH, TV and Digital. &Walsh, the creative agency for B Fizz, has led the campaign narrative for television commercials, print, and digital.
According to data research, B Fizz alone has led the growth of the malt-flavored fruit drink category multifold which was almost non-existent in India. Parle Agro has sold close to half a billion units in a year and has become one of the fastest-growing malt flavoured fruit drink brands in India with its unique taste and price point of Rs 10 for 169 ml SKU.
“In the past one year, B Fizz has grown exponentially, multiplying our sales and expanding not just the sparkling fruit drink category, but growing the malt flavoured fruit drink category multifold which was almost non-existent in India. Expanding the portfolio successfully in the midst of a pandemic is a clear testimony to our determination and ambition. Looking forth, we not only aim to build the malt flavoured fruit drink category further with B Fizz, but with the combined might of Appy Fizz and B Fizz, we intend to build the sparkling fruit drink category to a 10,000 crore category by 2030,” opined Nadia Chauhan, Joint Managing Director and CMO, Parle Agro.
The Rs 2,000 crore sparkling fruit drink category created by Parle Agro when they launched Appy Fizz, continues to be dominated by Parle Agro with over 90 percent market share.