Appy (drink)

Appy is an apple flavoured drink which is made in India by Parle Agro India Pvt Ltd. It was earlier only available as Appy but recently a new variant called Appy Fizz was launched after which the original Appy came to be known as Appy Classic and The New variant was called Appy Fizz.

Appy Fizz is a sparkling apple drink . It’s a bubbly drink that comes in sleek champagne-shaped bottles in various sizes. Although apple drinks have had only limited success in India, Appy Fizz has gone ahead and reinvented the market. Going by the demand in the college canteens, Appy Fizz has been able to catch the fancy of the youth.

Appy Classic on the other hand is available on tetrapak boxes.

Ingredients

Appy Fizz contains reconstituted apple juice, sugar, carbonated water, citric acid and preservatives. Appy Fizz is made from ingredients that are purely vegetarian in nature.


==History== Parle Agro’s apple drink brand Appy was launched in 1986 after the success of Mango Frooti, the company’s flagship mango drink. After a few years the box was changed from a white background with a red apple On It to a bigger box called Yo Appy. In 2005, to leverage the brand and appeal to a much younger audience, Parle Agro introduced Appy Fizz into the Rs. 7000 crore Indian Soft Drink market. Owing to its unique appearance and flavour, Appy Fizz was tried and accepted instantly. Appy’s reinvention proved to be quite successful.


==The Appy Fizz Character==

In its by now famous ads, Appy Fizz was introduced as a character who looks just like the bottle, except that he has hands and legs, wears shoes and lives inside the refrigerator. The Appy Fizz character is urban, literally a talking bottle who is opinionated and at the same time, extremely funny. He appears in all Appy Fizz ads along with his group of friends who are usually seen taking pot shots at each other or an event or a personality. The Appy Fizz character has gained rapid popularity especially amongst the youth and has helped the brand create a unique identity in the cluttered Indian Soft Drink market.

Advertising Campaign

“A cool drink to hang out with”, a line that Appy Fizz is widely known for, is a result of a successful advertising campaign. The communication was designed to achieve two things: 1) to effectively launch the drink/ brand and 2) to be accepted instantly by the desired/ potential consumers. The Campaign revolves around the Appy Fizz character ‘chilling’ with his friends. Over the last two years the advertising has always had a humorous tone with realistic graphics.

Events and Activities

Appy Fizz has been ensuring high visibility through sales promotion activities, banners, posters, prominent bottle talkers and various innovative techniques, and easy access through a comprehensive distribution channel, at places such as college canteens, discotheques, pubs, five star bars, etc. Beyond its primary consumption, the drink could also prove to be a good substitute to alcohol. In this regard, a booklet having cocktail recipes using Appy Fizz has been distributed to various restaurants and bars.