THE NEW MARLENE® IN CITY SAMPLINGS
In November (ending early in December), the VOG Consortium organised a busy City Sampling programme visiting 6 cities, from the north to the south of Italy: Milan, Bologna, Padua, Naples, Palermo and Turin. More than 100,000 Marlene® apples were made available for the project. The girls dressed in blue went out into the field to enable consumers to taste all the goodness of the Alto Adige-Südtirol apples and to display the brand's new creative image. A cheerful invasion of Italy's most famous city squares, with a theme of flavour and health.
“We believe strongly in direct contact with people, which is the thinking behind this project," Kurt Ratschiller, VOG Consortium Marketing Director explained. "Thanks to the City Sampling events, we were able to show a huge number of consumers our apples' new look and raise their awareness of them and their quality."