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Apple marketing is evolving. Emotional brand storytelling and strategic partnerships are taking center stage. Now, through a collaboration with Warner Bros. Discovery Global Consumer Products, GIGA® and RedPop® are joining forces with two of the world’s most iconic superheroes.
After the success of last year’s Superman campaign, VOG – Home of apples is continuing its partnership with Warner Bros. Discovery Global Consumer Products. This time, RedPop® is collaborating with Supergirl for the first time, coinciding with her return to the big screen this June.
“It’s a natural fit because the brand values of GIGA® and RedPop® line up perfectly with what Superman and Supergirl represent,” says VOG Marketing Manager Hannes Tauber. For retailers, this collaboration creates serious buzz at the point of sale and builds instant brand recognition.
GIGA® is an apple bursting with powerful character: it’s big, resilient and truly lives up to its slogan, “Mighty Good.” These are the same qualities we see in Superman, with his unmistakable strength, optimism and reliability.
RedPop® is profiled as a rebel with a sweet heart – fun, approachable and the perfect snack for any moment. Now, with Supergirl as its icon, the brand gets an extra boost of personality and star power.
This summer, the campaign was launched in selected European markets. The iconic S-shield pops up on stickers, in-store displays and across ads. In Milan, GIGA® is making a splash with a large-scale out-of-home campaign on one of Piazza Piemonte’s most prominent billboards. Meanwhile, in the UK, double-decker buses are decked out in RedPop® and Supergirl branding, bringing the superhero theme to city streets. The campaign also includes in-store sampling.
When brands join forces, they spark emotional connections, drawing attention at the point of sale and attracting new target audiences.
“Today, innovation isn’t just about new varieties – it’s about creative ways to get consumers excited about fresh produce,” says Hannes Tauber. The goal is to make the whole category more relevant and keep its unique qualities top-of-mind for shoppers long-term.
