True to its name, Diva continues to command attention. The partners behind the premium, red apple offer – Mr Apple, Bostock New Zealand and Freshmax New Zealand –invested in an extensive re-branding process ahead of the 2016 season.
The move was made to ensure the variety continues to have a cut through in the minds of consumers, in what is becoming an increasingly competitive space for branded and club varieties.
“The Diva brand refresh was researched, planned and focuses on the joy of eating a great apple – what we call ‘having a Diva moment,” said Lisa Cork, brand manager for Diva. “Our ‘Diva moment’ positioning was a result of consumer feedback talking about how eating a Diva apple was like having a temporary moment of escape; getting lost in the moment of eating a delicious apple. We have built that feeling into all the brand elements.”
The re-branding has been supported by the release of a Diva marketing kit, which contains a range of assets to support key retail and wholesale accounts in different markets, including a Chinese version.
“Diva has a role to play in New Zealand’s export mix as a sweet, high red coloured apple. It enjoys a good following in the US and in an array of Asian and Middle East countries,'noted Mr Apple retail sales manager Ben McLeod.
