Marketer aims to raise its sales volume with a focus on the energy consumers derive from listening to music
Apple brand Kanzi says it plans to use music to develop an “emotional connection” with consumers across several European countries, as it looks to build awareness and encourage sales with its latest campaign Power To Go!.
The new activation is based around the idea that music gives people energy, and follows the recent rollout of a new brand identity and revamped packaging – part of its efforts to position Kanzi as more than just a premium apple, but as one that fuels consumers’ daily lives.
Starting in Germany, Italy and Spain, the group is inviting consumers to share their personal ‘power track’ – the one song that powers their day – in return for a chance to win sets of Apple AirPods Max.
The most submitted songs will earn a place in the official Kanzi Power To Go Spotify Playlist, which can be accessed via its new campaign platform.
The promotion will extend to Austria, Belgium, the Netherlands and Norway in the coming weeks.
Bold approach
With apple consumption largely stable and competition in the market intensifying, the group said it would continue to invest in bold branding to drive both visibility and sales.
Through Power To Go!, Kanzi is aiming to expand its role beyond fruit consumption, connecting the apple’s natural properties with emotional confidence and forward drive, and embedding the brand into consumers’ daily routines.
“Alongside delivering consistently a best-in-class taste and eating quality, Kanzi partners across Europe are executing fully integrated 360-degree campaigns tailored to local market dynamics,” said a spokesperson.
These include television and radio advertising, out-of-home visibility, event sponsorships, sampling initiatives and targeted retail communication, all designed to ensure the campaign reaches consumers at every available opportunity.
“By combining product excellence with emotionally engaging brand building, Kanzi aims to strengthen its positioning and stimulate growth within the apple category.”
