10th of January 2021 – The sun has become increasingly warm, the cold has frozen the meadows and snow has gently blanketed the apple orchards, which are taking a well-deserved rest. With the arrival of winter, nature sleeps and regenerates, ready to unleash its full force at the next harvest. Winter also sees the start of the second phase of the Marlene® 21/22 communication campaign, which this year focuses on the slow alternation of the four seasons.
The new Daughter of the Alps apple campaign also involves the finalist artists of the international art contest held to celebrate the brand’s 25th anniversary: their new works have interpreted the theme of the four seasons and are featured during the different periods of the year.
After the winter solstice, for three weeks Marlene® is available for sale on fruit and vegetable counters with the new seasonal sticker specially created by the Italian artist Luca Santella entitled “Rosso d’inverno” (Winter Red). The illustration shows how, in the midst of the winter cold, nature rests, ready to reawaken with more energy and colour than ever ahead of the coming seasons, just like Marlene® apples.
“The story of the Marlene® universe throughout the four seasons, in all their diversity and uniqueness, shows what makes our apples so special,” comments Hannes Tauber, Marketing manager at VOG Consortium. “In our apple orchards there are ideal climatic conditions to enhance the taste of all the different varieties of Marlene® apples. Winter is a key season as our farmer members carry out delicate pruning tasks and prepare the plants for their spring-time rebirth.”
In addition to Luca Santella’s work, other winter-themed creations have been designed by Marlene® artists: “Il riposo della natura” (Nature rests) and “La cura” (Care) by Alessandra Sartoris, “ME LO coccolo” (I’ll look after you) by Serena Vajngerl, “Nel silenzio dell’attesa” by Umberto Stagni and “Fiocchi di vita” (Flakes of life) by Laura Vivar. Some of these were featured in an outdoor exhibition, decorating Milan’s trams from December until early January.
“After the autumn, we repeated the successful initiative on Milan’s trams,” comments Tauber. “Each work offered a very creative interpretation of this season’s unique characteristics and captured its importance for Marlene® apples. The initiative was very well-received, partly because it brought the multicoloured world of Marlene® to Milan, making the city more colourful during the cold, grey winter months.”