The new image of Marlene debuts
Chosen among the 6 thousand images that participated in the digital contest
After the conclusion of the digital contest launched by the Vog Consortium to celebrate the 25th anniversary of the South Tyrolean apple, the time has come for the debut on the market for the winning work, created by the artist Francesca Cito.
In the international year of fruit and vegetables, more than 100 million apples will color the fruit and vegetable departments around the world with the new face of Marlene. After the conclusion of the digital contest launched by the Vog Consortium to celebrate the 25th anniversary of the South Tyrolean apple, the time has come for the debut on the market for the winning work, created by the artist Francesca Cito .
“The new face of Marlene for the rest of the commercial season will be the beautiful nymph immersed in the natural context of our Alps” explains Hannes Tauber, Marketing Manager of the Vog Consortium. “It will be on the Marlene apple stickers, but also on the packaging, packaging and all the material that is in the points of sale, as well as decorating the special celebratory labels”.
Various activities will also be organized at the points of sale: art exhibitions, pop material and special placements to bring the works close to the consumer and reinterpret the fruit and vegetable departments with Marlene's colors and artistic language. The digital contest, which asked consumers to create and submit a design or image that evoked the world of Marlene apples, saw the participation of more than 6,000 images from 36 countries.
"It was an exciting participation success, for the first time consumers became protagonists and helped create the face and image of a well-known international brand like Marlene, shaping it according to their creativity and imagination - comments Walter Pardatscher , general manager of the Vog Consortium -. It is a new way of communicating, which brings a touch of art to the points of sale, together with a positive breath of joy and warmth. A choice that is part of the Consortium's innovative approach, which we hope will delight our partners and consumers”. Marlene's new identity will also be promoted through an international campaign on TV, print and online. In spring, various dedicated social contents will arrive and a new contest will once again involve all consumers, both Italian and international, with recipes from the many countries where apples with a blue label are present.
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