Last updated : March 12, 2018 11:01 am
For the launch, the brand is planning a full-fledged campaign and 360 degree media reach out. The campaign will run across on-ground retail touch points, TV, print, and digitally across the country.
According to the brand, the aerated beverages category in India is around INR 14,000 Crore and is dominated by colas, followed by clear, orange and lemon flavors. Research estimates suggest that there are close to 155 million consumers who prefer carbonated drinks, juices and fizzy fruity drinks. In the last few years, there has been a perceivable growth in the popularity of fruity fizzy beverages. There has been a change in consumption patterns, consumers are now looking for a healthier option. So Bisleri Fonzo is entering the right segment at the right time. As per Adex, fruity fizzy category spends have doubled in the last year indicating a clear shift in consumer sentiment towards this category. Hence with an ascending demand of fruit based juices, the brand has innovated Bisleri Fonzo.
Fonzo will be made available across India from April 2018 through Bisleri’s retail and sales distribution network.