Parle Agro has revamped the packaging of its still apple drink Appy, with a strategy to give Appy a contemporary and stylish look for the consumers of today. While retaining the overall elegant, black packaging, the logo has been designed in a delicate golden-yellow colour of the apple juice, to replace the existing white logo.
Parle Agro joint managing director and CMO Nadia Chauhan said the changes in design will enable Parle to strengthen Appy’s brand image of being a premium apple drink made from the finest, juicy apples.
“We are excited about the new look, which we feel will appeal to all existing Appy fans while generating a high recall amongst young, modern consumers,” Chauhan added.
Apart from giving a new look; Parle has made Appy now available in a convenient 250ml PET bottle along with the current 200 ml and 1 litre Tetra packs by SKU. The PET bottle is launched as a result of growing demand and consumption of PET in the packaging world.
“Appy, in this format, will enable us to further drive volume sales for the brand and strengthen our position in the ‘still apple drinks’ category. This move is also in line with our overall strategy to increase sales by addressing ‘on-the-go’ consumption targeting primarily the youth and adults.” added Nadia Chauhan.