For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@mattfruitnet

Thursday 1st July 2021, 12:56 Melbourne

Rockit rebrand launches globally

Company behind miniature apple looks to continue building point of difference

Rockit rebrand launches globally

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Rockit Global has begun rolling out fresh branding and an updated digital presence for its miniature apple offering, Rockit.

Having already made a splash in China, where it gained over 100m views on Douyin (Tiktok), the new branding was launched to the rest of the world today (1 July).

Rockit Global’s general manager of global marketing, Julian Smith, said the new brand elements and visual direction provided added dynamism to the Rockit offering, reflecting its position as a market leader in the healthy snack category.

“Our new look embodies our Rockit philosophy – to be bold, to innovate, to try something new or do something different,” Smith explained.

“We’re a business that is inspired by nature yet contemporary, modern, and streetwise, and this new direction encapsulates both sides of our personality perfectly.”

Rockit Global began the rebrand process by consulting with its New Zealand and international teams. It then partnered with Special Group New Zealand, which developed a new positioning line, ‘Rockit every day’, along with updated packaging and collateral.

“It was vital we remain recognisably Rockit – and quintessentially New Zealand – while disrupting the global commodity apple category,” Smith says.  “Packaging will start to transition across to the new brand as of today.”

Rockit Global has also launched a new global website, with localised country subsites going live from 1 August. The new brand will appear across its social channels worldwide.

“Our digital channels now bring our attitude to life and aim to encourage millions more consumers to try something new, do something different and really Rockit,” says Smith.

A competition will run over the month of July, encouraging Rockit consumers to visit the new website and demonstrate how they ‘Rockit every day’. The website also includes product and nutritional information, recipes and where to buy Rockit apples.

Rockit Global chief executive Mark O’Donnell said he was proud to see months of hard work come to life.

“With Rockit, the brand is the bedrock of our success, and what sets us apart in a largely commodified category – and it’s also a vital tool when it comes to growing consumer markets overseas,” O’Donnell explained. 

“This new brand builds on our unique point of difference, bringing an eye-catching look that will stand out in stores and online. We’ve always done things differently – innovation is at the heart of our DNA – so it’s no surprise that our branding is cool, clever and demands attention, just like our apples.”

Rockit Global hopes to pack and ship over 400m Rockit apples annually by 2025, expanding its key export territories within Asia, America, Europe and the Middle East. 

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