Following the success of the sales campaign and its participation at Balloon Festivals, the game changer apple is preparing to return as early as January, expanding its brand communications to build an even closer connection to the consumer.
Bolzano, 19 September 2024 – The Cosmic Crisp® campaign is flying high even in the summer: with its heavenly taste and initiatives that let consumers reach for the sky, the game changer apple has proved to be a success during the closing period of its sales season.
Cosmic Crisp® apples have enjoyed very successful sales, having racked up almost 14,000 tons of product sold in Italy, Spain, Germany and Scandinavia by the end of the sales season in September. The new harvest starts in the coming weeks, and weather conditions are forecast to be very favourable to the development of the apple’s distinctive colour and heavenly taste.
“The success of Cosmic Crisp® is due to its unique characteristics, like its fine, crispy flesh and perfectly balanced flavour, combined with its distinctive positioning in the modern, lifestyle segment of the market,” say Hannes Tauber and Benjamin Laimer, Marketing Managers for VOG and VIP. “The roadshows and our participation in the Balloon Festivals of Igualada, Todi and Landshut have enabled us to create a high-flying experience which reached consumers in 8 cities in Italy, Spain and Germany during the period May to August.”
To engage consumers, Cosmic Crisp® is going even further, inviting the public to explore the theme of freedom. The evocative images of the Balloon Festivals recount the freedom given by life’s small pleasures, new discoveries, the wonders of nature and the liberating sensation of taking flight in the sky: all the infinite possibilities which are ideally accompanied by the flavour of Cosmic Crisp®.
“While the hot air balloon and the rooftop events explored how Cosmic Crisp® is the right apple under any sky, the theme of freedom gives a new meaning to this narrative,” say Tauber and Laimer “This concept, promoted by a digital campaign on YouTube in September, will enable us to connect the brand to our target consumers’ aspirations, showcasing the infinite occasions for enjoying a special moment. The makes Cosmic Crisp® not only an excellent apple – but also a lifestyle”.
And consumers will soon be able to enjoy the heavenly taste of Cosmic Crisp® once more: the apple will be available again as early as January, another step towards the goal of making it available all year round. Starting from early 2025, the game changer apple will once more take centre stage in social and digital campaigns, point of sale events and evocative projects to make it known to ever more consumers, even the youngest.
