Almost 14,000 tonnes of the apple were sold in 2024
Cosmic Crisp enjoyed a strong finish to the 2024 season, driven by extensive marketing campaign including participation at various European Balloon Festivals. Almost 14,000 tonnes of the branded apple will have been sold in Italy, Spain, Germany and Scandinavia by the end of the sales season in September.
With the new harvest approaching in the coming weeks, weather conditions are forecast to be very favourable to the development of the apple’s distinctive colour and taste.
“The roadshows and our participation in the Balloon Festivals of Igualada, Todi and Landshut have enabled us to create a high-flying experience which reached consumers in 8 cities in Italy, Spain and Germany during the period May to August,” said Hannes Tauber and Benjamin Laimer, marketing managers at Vog and Vip.
To further engage consumers, Cosmic Crisp is inviting the public to explore the theme of freedom. “While the hot air balloon and the rooftop events explored how Cosmic Crisp is the right apple under any sky, the theme of freedom gives a new meaning to this narrative,” Tauber and Laimer continued.
“This concept, promoted by a digital campaign on YouTube in September, will enable us to connect the brand to our target consumers’ aspirations, showcasing the infinite occasions for enjoying a special moment. The makes Cosmic Crisp not only an excellent apple - but also a lifestyle.”
Cosmic Crisp apples will be available again from January, another step towards the goal of making the variety available year-round. Starting from early 2025, the apple will once again feature in social and digital campaigns, point-of-sale events and other activities.
