Following a packed programme of events across Italy, Spain and Germany, Cosmic Crisp® has reported a positive outcome from its summer activities. The objective was to strengthen the brand’s positioning as an ideal reference for the fruit and vegetable department even during summer, by increasing its presence in environments closely connected with a young, trend-conscious audience that is open to new experiences.
From gastronomy and lifestyle events to cultural festivals, open-air cinemas, beach clubs and initiatives targeting the HoReCa sector, the activities brought the apple into genuine leisure and social settings, creating new consumption occasions throughout the day and demonstrating how naturally the brand can fit into the summer season, reinforcing its relevance all year round.
A summer strategy across three key markets
Cosmic Crisp®, positioned as a game changer within the apple category, continues to challenge conventional approaches thanks to its distinctive characteristics and an original communication strategy designed to enhance its contemporary identity.
In Italy, the brand was present at some of the summer’s most emblematic events, ranging from the sophisticated atmosphere of the Merano World Music Festival to relaxed beach club settings, as well as initiatives linked to wine and cinema.
In Germany, the Cosmic Crisp® Brunch Contest engaged professionals from the HoReCa sector, while the partnership with Berlin’s Zeiss Planetarium continued.
Meanwhile, in Spain, Cosmic Crisp® renewed its presence at major open-air cinema programmes in Madrid and Barcelona, turning each evening into an opportunity to connect with consumers.
These different settings helped demonstrate the apple’s versatility and its ability to fit into a wide range of consumption occasions, while offering a brand capable of creating value in multiple contexts.
New consumption occasions, new retail opportunities
The diversity and consistency of the activities carried out across the different markets also represent an additional strength for retailers, supported by a distinctive brand identity that can be effectively transferred to the point of sale.
RELATED NEWS: Cosmic Crisp® reaches 21,000 Tons
By associating Cosmic Crisp® with new and unconventional consumption moments, the strategy helps broaden and diversify demand, strengthen brand recognition and create additional opportunities to add value on the shelf.
Year-round availability strengthens the brand
With availability now extending throughout the year, the so-called apple of Heavenly Pleasure continues its growth trajectory, demonstrating its ability to generate value well beyond traditional consumption occasions.
Year-round availability enables the brand to maintain continuity in its relationship with both consumers and commercial partners, while positioning the apple across different moments of everyday life, from sunrise to sunset.
Thanks to its distinctive characteristics — crisp texture, exceptional juiciness and a balanced combination of sweetness and acidity — together with a consistent and continuous activation strategy, Cosmic Crisp® is strengthening its role as a valuable partner for retailers, capable of bringing renewed momentum to the fruit and vegetable category.
