Joya Apples target teens

Seeking to appeal to adolescents, Joya Apples is undertaking a campaign to present the fruit as fuel for a fast-paced, exciting life. To that end, they've partnered with European athletes to present a website that will appeal to teens and their parents.

Meredith Stevens, of Joya Apples, says they see active teens as a receptive demographic because of the nature of their product.

“Our apples are nutritious, juicy and portable,” she says, “and that makes them a good product for someone on the go. So we decided to market our apples under the Joya brand and make them about being energetic, enthusiastic and doing things.”

To reach their target group in that manner, Joya has partnered with European athletes to provide consumers with videos and information on a new website.

“Our website, www.purejoya.com, was launched last week, and it will have interviews with athletes like skiers and BMX riders,” she says, “and we'll also give users the option to make their own videos on our site and share them with their friends.”

The goal is to reach their target group through a medium they embrace.

“We wanted to capture the viral nature of how adolescents live online,” says Stevens, “because that's a key part of what Joya is.”

But reaching out to teens is one part of a two-pronged marketing approach Joya has, says Stevens.

“We looked at the market and realized that families with adolescents bought more apples, but teens don't think too much about purchasing apples in general. So we're targeting adolescents, but we also have information for buyers, for parents, for moms.”

For parents, they tout the nutritional benefits of fruit as well as a guarantee that their product has not been treated in a manner that would be harmful for their children.

“The website and the packaging appeals to kids,” she says, “and we let parents know it's good for their children. So we're working on both targets at once.”

For more information:
Meredith Stevens
JOYA Team Europe
Tel: +33 49 011 91 89
[email protected]