New apple brand Joya is set to be launched on 30 January, accompanied by a marketing campaign designed to catch the eye of adolescents.
The two-tone apple, reportedly produced in Europe, will be marketed as 'perfect for teens on the move or into sports'.
'Eight international surfing, snowboarding, skateboarding and BMX champions are the brand’s ambassadors,' the marketer revealed in a press release. 'The website will present teen-centric music, viral videos, gifts and games. The brand will also be featured on the social networks.'
The marketer said that teenagers represented a high potential segment that had been long neglected.
'By taking an original, high-impact and authentic approach, and by highlighting the product’s genuine strengths, Joya offers real prospects for development in this high potential segment of fruit consumption,' the press release stated. 'Not only are teens consumers who can be won over right away; their loyalty can also be established for the future.'
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