Apple brand targets consumers with wide-reaching summer campaign to strengthen its convenience positioning
Apple brand RedPop has stepped up its consumer marketing in the UK this summer, with a new campaign built around its ‘Snack Me’ positioning and a partnership with DC movie character Supergirl designed to broaden the product’s appeal.
The promotional push features outdoor advertising, retail activity, social media and influencer marketing, as the brand looks to strengthen its credentials as a convenient snacking apple.
Influencer activity includes the RedPop 30 Days Apple Snack challenge, which invites creators to share how they incorporate a natural snack into their daily lives, inspiring their communities with ideas and moments of consumption and encouraging them to take part in the challenge.a
Meanwhile, RedPop-branded double-decker buses have returned to the streets of London, this year carrying artwork linked to the Supergirl film’s recent release.
The collaboration also extended to stores, where Supergirl’s S-Shield appeared on RedPop stickers and promotional materials.
According to the brand, the partnership is intended to underline themes of independence and confidence while helping RedPop stand out among younger consumers.
“Through this integrated mix of local experiences, digital content and high-profile partnerships, RedPop continues to engage British consumers in a direct, contemporary way, bringing its vision of natural snacking into contexts that are increasingly close to everyday life,” said a spokesperson for the brand.
“Thanks to its practical size, its sweetness and a colourful, eye-catching visual identity, RedPop reaffirms its status as a modern apple with a pop spirit that is both appealing and readily available: the perfect snack to unleash your rebellious spirit.”
