Cosmic Crisp® is soaring high: its projected availability reaches 21,000 tons, delivering its unique flavor to markets from mid-January through the heart of autumn. With its outstanding storage properties, Cosmic Crisp® ensures unparalleled freshness even during the spring and summer months.
Through special events and targeted communication aimed at young, urban consumers, this “game-changing” apple will further strengthen its positioning in 2025 as a lifestyle product to be enjoyed under any sky, from sunrise to sunset.
“We are thrilled to once again meet the demand for Cosmic Crisp® from all key markets across Europe,” say Hannes Tauber and Benjamin Laimer, Marketing Directors of VOG and VIP, respectively. “This apple is truly a ‘game changer’ due to its unique characteristics: its red skin dotted with white specks reminiscent of a starry sky, its fine and crunchy flesh, and its perfectly balanced flavor.”
Marketing for a young, urban audience
The marketing initiatives will launch in spring and summer in Italy, Spain, and Germany, inviting consumers to experience the heavenly pleasure of Cosmic Crisp® and inspire them to enjoy it at any time of the day, from dawn to dusk.
The campaign will feature a series of unique events in sky-themed locations. At these modern and eye-catching venues, tastings will be paired with one-of-a-kind lifestyle experiences.
In April and May, a TV campaign will take viewers on a dreamlike journey suspended in time, over a sky filled with floating apples. Additionally, a new website will launch in February, further aligning with Cosmic Crisp®’s chosen positioning in Europe.
“With a multichannel campaign, we are attracting new consumers to the apple category,” conclude Tauber and Laimer. “To achieve this, Cosmic Crisp® is positioned as a lifestyle product in the fresh produce world, through special events, fashion-aligned merchandising, and digital campaigns, including Instagram, all aimed at a young, urban audience.”
