The envy™ apple ends the season with a 50% rise in sales
Great consumer appreciation for the apple
Another factor that contributed to the successful sales was the first communication campaign directly targeting consumers, which involved 24 talents and resulted in a large and receptive online community. The purity of envy™ was showcased on Instagram through the @melaenvy account and with the hashtag #NOFILTER, reaching 2.4 million users and over 12.5 million impressions.
Italy remains the main market for envy™, accounting for 75% of sales, but the apple has also enjoyed success abroad. Scandinavia and Spain were two of the most promising markets, where the club apple was appreciated for its crunchiness and sweetness, enhancing local customers’ range. Excellent results were also achieved in Germany thanks to the promotion campaign with a national brand.