"I am MARLENE®", new look for an international brand

Launched in 1995, MARLENE®, one of Italy’s most famous fruit and vegetable brands, has now a new look for a more modern and incisive image on the international market. The brand was created in order to communicate the rich variety, the origins and the quality of the apples grown by the members of the VOG Consortium in Alto Adige / Südtirol. It was given the feminine name Marlene®. The campaigns that have followed in the ensuing 22 years have focused on the origins, production, freshness and variety of the brand’s range. Then, eight years ago, the Marlene® apple tree was introduced, a character that underlined the brand’s authenticity and proximity to its customers. Today Marlene® is an international brand: since entering the Spanish market in 2007, it has continued to expand its horizons, developing its presence in the Mediterranean, Northern Europe, the Middle East and other countries across the world where the communication and understanding of its origins, the Italian Alto Adige / Südtirol, is perceived differently. This explains the need for a new international image, whose development was entrusted to the Demner, Merlicek & Bergmann agency of Vienna. The Marlene® name has become even more important, instilling the products with personality and character. Around this a narrative has been created that expresses the main characteristics of the apple, connected with its roots, identity and land: Marlene® thus becomes the “Daughter of the Alps” whose father is the mountain and whose mother is the Mediterranean Sun. It will be marketed with a new handwritten-style logo with the wording I am Marlene®"” translated into the various languages ("Ich bin Marlene®", "Sono Marlene®", "Soy Marlene®"). "With this new image we are ready to rise to the challenges of the global market in an even more incisive and effective way" - comments Gerhard Dichgans, director of the VOG Consortium - Marlene® confirms its reputation as a brand that pays close attention to its consumers, customers, business partners and the 5000 producers that contribute to its success. Today they can all say “I am Marlene® with even greater conviction.” Over the next few weeks the new image will start replacing the previous one on packaging and the products. At the end of October the communications campaign will be launched with display advertising and a TV commercial that express the new values of the brand and the new Marlene®.