To further strengthen the awareness of the SweeTango® apple, this year saw the first three influencer collaborations focusing on the juicy and crunchy summer apple. The three selected influencers from different sectors can tally a total of 297,400 followers on Instagram. SweeTango is refreshingly different, and so is its communication. Together with the three selected influencers Thilo Miles (this.is.thilo), Cindy (familie.m) and Elena (trainhard_eatwell), different target groups were made aware of the refreshingly different apple via Instagram.
Twice as juicy, twice as crunchy, twice as refreshing
These are the key messages for this first harvest-ready branded apple of the season, which is right in the flavor mainstream with its balanced sweet-to-sour ratio. This apple ripens very early and is therefore traded as a summer variety or early apple. The very thin fruit skin has a typical red as the cover color and a light yellow to light red as the base color. The taste is sweet with some acidity. Along with the tangy juiciness, a fruity summer aroma develops in the mouth of every consumer with every bite.
The tagline "The whole summer in one apple" sums up this taste experience for consumers, and was also communicated to consumers by the Instagram influencers. SweeTango is a joint project of Obst vom Bodensee Vertriebsgesellschaft, Elbe Obst, Obstgroßmarkt Mittelbaden and Marktgemeinschaft Altes Land. It is being developed in the German market through the German Fruit Variety Consortium (DOSK), in which the most important German producer organizations are organized. Europe-wide, the brand falls under SweeTango Group Europe.