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The Marlene® nymph decorates 150,000 bags across Europe

The Marlene® nymph decorates 150,000 bags across Europe
Press Release

Shopping bags with the new Marlene® image distributed to the best wholesalers and retail chains.

Marlene®’s new look will accompany thousands of consumers’ shopping trips throughout Europe. Starting in February, the “Marlene® nymph”, the work chosen to represent the VOG Consortium’s brand for Marlene®’s 25th anniversary, has been printed on over 150,000 shopping bags distributed in the main European countries where Marlene® apples are sold.

“The beautiful work that won our art competition turned the shopping bag into a desirable item. As well as being a useful and sustainable gift, this shopping bag is also chic and elegant, ideal for Marlene® consumers’ daily shopping trips,” comments Hannes Tauber, Marketing Manager at the VOG Consortium. “We began distributing it in South Tyrol – Südtirol, in the VOG cooperatives’ shops, as a free gift for those who bought Marlene® apples on Mother’s Day. We also organised opportunities to distribute it and reach our distributors all over Europe.

The Marlene® nymph, created by Italian artist Francesca Cito, is the work selected from the 6,000 participants in the international art competition to celebrate Marlene®’s 25th anniversary, which involved 36 countries around the world. Surrounded by apple orchards and with a radiant, dreamy face, the winning work represents the Marlene® world and the Alpine landscape where the apples are grown.

In the year of the celebrations, until July 2021, the illustration will define Marlene®’s look on stickers, packs and all promotional materials such as shopping bags, bringing a burst of colour and beauty to points of sale.

In April and May, the joyous shopping bag was sent to several Marlene® customers in Italy in the wholesale and large-scale distribution markets. Wholesalers in Spain and Benelux were targeted, while in Jordan the focus was on fruit and vegetable markets and retail shops. In Malta, initiatives have focused on greengrocers and supermarkets.

“This is a small gift that our customers can give to consumers,” concludes Hannes Tauber. “It is one of the many promotional activities that we are conducting to mark Marlene®’s 25th anniversary. The goal is to bring art closer to people, into their daily lives to kindle the spark of creativity and taste. Marlene® is not just any apple, but the daughter of the Alps, and its flavour can transport consumers’ imagination to the mountains, where it grows firm and succulent.”

 

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Marlene®: an intense international TV, digital and social media campaign gets underway

Marlene®: an intense international TV, digital and social media campaign gets underway
PRESS RELEASE

The new image, the winner of the digital contest, features in an extensive multi-channel communication campaign in 11 countries.

(Bolzano, 6 April 2021) The celebrations for the 25th anniversary of Marlene® apples, the flagship brand of the Italian VOG Consortium, are continuing with an intense multi-channel advertising campaign involving countries such as Italy, Spain, Malta, Cyprus, Libya, Jordan, the Netherlands and Scandinavia. 

Following the success of the international digital contest launched last autumn, which attracted 6000 entries from 36 countries, the winning artwork representing Marlene® apples will star in this second part of the season and will also be featured in TV commercials and the digital campaign in the spring.

“This is a truly important international communication campaign,” comments Hannes Tauber, Marketing Manager at the VOG Consortium. “We will be present in over 10 countries in the second half of the season with dedicated campaigns to further enhance Marlene®’s important 25th anniversary. The various channels will put the spotlight on the winning work, ‘Ninfa Marlene®’ (Marlene® the Nymph) by Francesca Cito, who offered a stylish and imaginative interpretation of the places where our apples are cultivated. The new Marlene® look, already featured on packs and stickers, is now also the star of our advertising campaign.”

On TV and digital channels, Marlene® apples are back with the famous commercial “Marlene®, daughter of the Alps” in a special new version dedicated to the 25-year anniversary, in both 15- and 20-second formats. Meanwhile, the social media channels will be animated with 25 exciting stories about South Tyrolean producers and Marlene® apples in an internationally coordinated campaign that will end on 2 May.

Moreover, in Italy, some of the finalist images from the digital contest have been used to decorate public transport in Milan, bringing a touch of colour and charm to the city streets.

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More than 100 millon Marlene® apples make their debut with the new image

More than 100 millon Marlene® apples make their debut with the new image
PRESS RELEASE
Walter Pardatscher, General Manager VOG

From February, the artwork that won the 25th anniversary digital contest will feature on all stickers.

In the International Year of Fruit and Vegetables, more than 100 million apples will bring a splash of colour to greengrocery departments the world over with Marlene® ’s new look. After the conclusion of the digital contest run by the VOG Consortium to celebrate the South Tyrolean apple’s 25th birthday, the time has now come for the winning artwork, by artist Francesca Cito, to make its market debut.

“Marlene® ’s new look for the rest of the season will feature the beautiful nymph against the natural backdrop of our Alpine home,” explains VOG Consortium Marketing Manager Hannes Tauber. “She will appear not only on Marlene® apple stickers but also on the primary and secondary packaging and all in-store materials, as well as on the special celebratory labels.” A number of in-store activities will also be organised: art exhibitions, point-of-purchase material and special positioning to bring the artworks closer to consumers and redesign fruit and vegetable departments with the distinctive Marlene® colours and artistic language.

The digital contest, in which consumers were asked to create and send in a drawing or image that evoked the world of Marlene® apples, attracted more than 6000 entries from 36 countries. “This high response made the event a resounding success; for the first time, consumers became the protagonists and helped to create the face and image of a very well known international brand, Marlene® , shaping it using their creativity and imagination,” commented VOG Consortium CEO Walter Pardatscher. “This is a new way of communicating, which brings a touch of art into stores, with a positive mood of joy and warmth. The project forms part of the Consortium’s innovative approach, and we hope it will inspire our partners and consumers.”

Marlene® ’s new identity will also be promoted through a high-impact international campaign on TV, in the traditional press and on line. In this phase 25 stories, one for each year of Marlene® ’s life, will combine to tell the tale of the wonderful adventure which began in 1995, and which has now made Marlene® one of the best known, most popular fruit and vegetable sector brands. The project will also star the producers, since their hard work and passion are fundamental to the success of Marlene® apples. But the 25th birthday celebrations will not end here: in spring there will be various specific social media contents and a new contest, again involving Italian and international consumers, with recipes from the many countries where the blue sticker apples are a familiar presence.

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Over 6,000 images from all over the world for Marlene®´s digital contest

Over 6,000 images from all over the world for Marlene®´s digital contest
Press release & Photo by FRUITECOM

The international digital contest that engaged consumers in the creation of “artworks” for Marlene® ’s 25th anniversary ended on 15 November. Art schools were also involved. The countdown has begun to the announcement of the finalists and winner.

(Terlano 10 December) – Over 6,000 images from 36 countries and 25,000 likes received by the gallery on the 25.marlene.it website, which brings together all the “artworks” that have arrived in Terlano. These are the figures for a successful initiative: the international digital contest launched by VOG to celebrate the 25th anniversary of Marlene® , the South Tyrolean Consortium’s flagship brand.

Launched on 15 September and concluded two months later on 15 November, the contest gave consumers the opportunity to express Marlene® ’s values and illustrate what the Daughter of the Alps apple represents to them. “We received a lot of contributions: if we printed them on a sheet of A3 paper and lined them up one on top of the other, we would reach the height of the Sciliar, one of the iconic mountains of South Tyrol – Südtirol,” explains Hannes Tauber, Marketing Manager of the VOG Consortium. “It is a demonstration of affection for Marlene® that fills us with joy, while also showing how our brand can inspire the imagination of a wide range of people in many countries and of all ages”.

VOG has brought together 6,118 creations from all over the world, most of them from Italy and many from Spain, as well as from the Netherlands. Marlene® has also provided a platform for many talented young artists from around the world and to students from art schools in Italy and Spain, who made a significant contribution to the project. “The creative vision of young artists is important to us,” continues Hannes Tauber. “Our contest involved over 300 classes in Italy and 250 in Spain, which sent their interpretations, offering a fresh and in many cases truly innovative look.”

Now a selected jury has the difficult task of choosing the 25 best works on the basis of criteria such as aesthetic quality, the celebratory nature of the content and the emotions transmitted by the creation. The top ranked artwork will star in Marlene® ’s corporate image for the whole year of 25th anniversary celebrations. The 25 finalists will also experience the world of Marlene® first-hand through a trip to South Tyrol – Südtirol.

So await 15 December to discover the selected works and the overall winner.

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Marlene® is more and more international. Debuts in Qatar, Thailand and the UAE

Marlene® is more and more international. Debuts in Qatar, Thailand and the UAE

                                                                                                                                                                                          Press release

In its 25th anniversary year, the number of countries where the VOG Consortium’s famous brand is present is on the increase. Walter Pardatscher: “A major milestone that enables us to keep growing our global presence”.  
 
(Bolzano, 10 September 2020) – Qatar, Thailand and the UAE. Marlene® apples will now be available in three new countries, a major milestone for the key brand of the VOG Consortium, founded in 1995, which celebrates its 25th anniversary this year.  
 
The first container of apples with the famous blue sticker left by sea on 21 August, with the others to follow in early September. “We’re proud and delighted to have added three more countries to our list this year, the 25th anniversary of the birth of Marlene®,” VOG Consortium Marketing Manager Hannes Tauber explains.  
 
In its first 25 years, Marlene® has become widely known and popular in many countries, a favourite with retailers and final consumers alike. “The export markets are a priority focus for VOG, and it’s no coincidence that we export our 30 varieties to more than 65 countries right across the world,” Walter Pardatscher, CEO of the VOG Consortium, comments. “Last March we achieved a major milestone: the first Italian apples exported to Vietnam were our very own Pink Lady®. Now we are adding three more steps to the Marlene® brand’s progress. Our brand has reached over 25 countries in its 25-year lifetime: a result that fills us with pride and enthusiasm.” 
 
“This news is a source of great satisfaction for the entire Italian apple-growing industry, because it reflects our production system’s efficiency and its ability to open out new frontiers,” comments Alessandro Dalpiaz, Director of the Assomela growers’ association. “We’re proud to see a quality international brand like Marlene® bringing Italian excellence to these new markets.” 
 
The first three shipments, totalling 60,000 kg, or about 450,000 new-crop Marlene® Royal Gala apples, will reach their destinations after a 30-day sea voyage. “In Qatar, Thailand and the UAE alike, most of our apples will be sold through supermarket greengrocery departments: the feedback from our customers in the large-scale distribution market will be invaluable in this initial stage,” VOG Consortium Sales Manager Klaus Hölzl concludes. “However, a few pallets will also be sold through the three countries’ fruit and vegetable markets.”