To create inroads into university and college cafeterias in Mumbai City for AppyFizz, the sparkling apple drink .The latest offering from Parle Agro, the largest Indian Beverage company. We had to come up with an ingenious idea to create demand and build traffic on campuses for AppyFizz and to demonstrate to cafeteria owners that stocking AppyFizz was a profitable idea. This segment had been dominated by the Cola giants for years. Making any distribution inroads into it was next to impossible as college cafeteria owners did not want to take the risk of stocking up on a new brand.

We convinced 15 college cafeterias to stock AppyFizz for ONE day on August 4, 2007 that is, Friendship day. And simultaneously drove traffic from the college to the cafeteria with one sheet of paper: The AppyFizz (FAF) Friendship Application Form, an icebreaker tool. We then gate-crashed the friendship-day celebrations across 15 colleges simultaneously and ran a quick contest. Students had to fill up one side of the application form, approach someone they liked and get them to fill the other side. Then buy an AppyFizz and sign & seal their friendship over it. There were incentives for getting maximum friends.

The exercise drove traffic into the cafeteria and AppyFizz was flying off the shelf. In 3 hours, AppyFizz stocks were sold out in pretty much every single cafeteria across 15 colleges. The campaign (though cheeky) successfully demonstrated to the cafeteria owners that stocking AppyFizz was a good idea. AppyFizz had finally made its way into every single one of those college cafeteria. That’s a hit rate of 100%. The campaign took a large bite out of the share of Colas and other beverages. Like they say nothing like a good live demo!