25 years of Marlene®
For the 25th anniversary of Marlene® DMB. developed an anniversary campaign that presents the apples as artworks of nature.
How did the daughter of the Alps celebrate her 25th birthday? In a big way! Because we used the anniversary to give apples a new status in the mindset of our consumers: away from everyday food towards valuable quality products.
The idea? We created awareness that apples are artworks of nature - with an art contest.
In every medium of our integrated campaign, we asked our target group one question: What does Marlene® mean for you? Internationally successful influencers supported us by spreading the message worldwide. In doing so, we inspired the community to upload their very own Marlene® artwork onto our anniversary platform and take part in a competition.
From over 6.000 artwork by artists from 36 countries users could choose their favourite and vote for it. Then a jury selected 25 winners who won a trip to Marlene's country of origin: South Tyrol.
We especially celebrated the main winner: Francesca Cito. Her artwork defined the new look of our anniversary campaign and was seen on over 100 million apples worldwide.