Apple supplier’s Dolcevita variety takes centre stage in promotion modelled on style and chic of city’s alta moda festival
Italian apple brand Melinda has struck a pose at Milan Fashion Week with a new collection of clothing, accessories and gifts – all designed to turns heads and showcase its products.
With a focus on its apple variety Melinda Dolcevita, the group has opened a special pop-up shop in Milan’s upmarket Civic Portanuova neighborhood, where it aims to connect the brand with young, fashion-conscious consumers.
The store will offer visitors a range of free gifts, as well as photo opportunities and of course a chance to taste the fruit.
The campaign is supported by a video advertisement on television, digital, and social media estimated to reach more than 15mn people, as well as branded trams and billboards around the city.
“With the Melinda Collection, we celebrate our brand’s identity and the values that define it, from cooperation to commitment to excellence, from our connection to the local area to respect for nature,” explains Andrea Fedrizzi, the company’s marketing manager.
“For Fashion Week, we chose to welcome and engage people in a cheerful, open, and participatory experience that combines elegance and goodness. And the strong public response we’re seeing these days is the most important confirmation for us.”
The promotion is set to run from 24 February until 2 March.
