Task: Grow the Fizz family.

To launch a new flavour (Grape) in the Fizz family after the success of Appy Fizz.

Background: Meet my Cousin

A few years back Appy Fizz walked out a of a refrigerator and into the hearts of millions of oung Indians. The communication we created for Appy Fizz personified the drink as a young and opinionated colle drink to hang out with. After the tremendous success of Appy Fizz, the first sparkling fruit drink brand in India, it was time to introduce a new variant. A sparkling grape drink. We saw an opportunity to link the two drinks in more ways than just as a flavour variant.

Process: Fizz vs Fizz

If Appy Fizz had become so much a part of friends and groups and hanging out, the question we asked ourselves was, why can’t we leverage the tremendous success that Appy Fizz had, and introduce the new grape drink as part of the same culture. As part of the same friends group. Another cool drink to hang out with, Grappo Fizz came into existance.

Next, we had to give him a personality, a character sketch. He shared his surname with Appy Fizz. So, he had to be related. Brother would be boring. Cousin seemed just right. A recession-hit cousin who returns from London after getting laid off from his call centre job. He decides to head back to India where the maket seems to be less affected. He sends Appy Fizz a gift. A 'Trojen Refrigerator' and through it gate-crashes Appy Fizz’s pad till he gets a job. (He even has his curriculum vitae printed on his label, just in case.) Grappo consequently, hangs out with his cousin’s group of friends. He loves to rap, has a magnetic personality, is genuinely funny and a lot more chilled out than Appy Fizz.

All communication, including the TV commercial, had Appy Fizz and Grappo Fizz together in it. A great idea, considering it’s recession-time. Another case study in the making on how two brands can effectively share the same ad space. The communication sees them vying for and competing with each other for more attention.

AppyVsGrappo: To make things interesting, we decided to pitch the cousins against each other in a promo that has just started. Indian parliamentary elections are on. And voting is the ‘in’ thing. So, we thought we’d get Appy Fizz and Grappo Fizz to test their popularity among friends in the first Friendship Election ever. On a website specially created for this, Appy Fizz and Grappo Fizz woo visitors to vote for them and become their friends. They also ask them to visit their profiles on Facebook and add them as friends. The results are eagerly awaited.