The new Kanzi® commercial season is getting under way, and the brand is preparing to return to the shelves: the harvest, which began in September, is delivering volumes in line with last year and good fruit quality. The new campaign will be accompanied by activities designed to bring the vitality of Kanzi® directly to its target audience — young, dynamic and active consumers — through events and gatherings where flavour and energy take centre stage. This is a strategic plan of significant value for retailers, creating seamless consistency between communication outside and inside the point of sale and strengthening consumers’ connection with the brand.
Apple will take centre stage at high-profile events through distribution and sampling activities, at sporting events, in professional and university environments and, more generally, at those moments in everyday life when a tasty, natural energy boost is needed to keep going at full pace.
The message
First event on the calendar will be the Bilbao Night Run Fest, scheduled for 17 October, where Kanzi® will have a dedicated stand distributing apples to provide participants and visitors with an on-the-go energy boost.
The start of this new phase is built around a clear brand identity and a programme of activities designed to bring the Power to Go message closer to consumers. Kanzi® aim to strengthen the connection with the world of energy and movement, where Kanzi®’s distinctive value is best demonstrated and where the brand has found its ideal place, becoming a genuine must-have.
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Indeed, this year the Power to Go message, which perfectly encapsulates the spirit of Kanzi®, will once again provide the energy behind all the activities.
With a perfect balance between sweetness and acidity, and both crisp and juicy, Kanzi® confirms its position as the ideal apple for busy days: a natural, convenient and immediate source of energy for tackling everyday life with determination.
