Special sunset moments on terraces and rooftops, hot-air balloon flights and a contest that promises a dream stay where you can touch the sky: Cosmic Crisp® engages consumers with a series of game-changing initiatives that mark a new era for apple communication.

With its elegant white lenticels dotting the red shades of its flesh, Cosmic Crisp® brings to mind a breathtaking starry sky. It only takes a glance to recognise an apple that can touch the sky. To remind consumers about it, the branded Cosmic Crisp® hot-air balloon is flying in the skies over Europe at major international Balloon Festivals. Following the success at the 2024 European Balloon Festival in Igualada, Spain, the apple’s Heavenly Taste will delight crews and participants at the Italian International Balloon Grand Prix in Todi (26 July - 6 August), Central Italy, and in Landshut, Bavaria, for the 27th Niederbayerische Heißluftballon-Wettfahrt (23-25 August).

“The Cosmic Crisp® hot-air balloon is an original, position-oriented way of presenting the brand, as well as an invitation to enjoy a moment of pure pleasure under any sky,” explain Hannes Tauber and Benjamin Laimer, Marketing Managers of the VOG and VIP consortia respectively. “Every moment is just right to experience this apple’s heavenly taste. At dawn, to start the day with positivity, during the daytime, to relax away from the daily grind, or at sunset, to open the door to an unforgettable evening.”

Cosmic Crisp® also elevated the consumer experience on its Instagram profile @cosmic.crisp.europe with a contest active until 23 July that offered the chance to win an enchanting stay in South Tyrol - Südtirol and an atmospheric hot-air balloon flight through the Italian Alps. To enter the draw, all you had to do was like the competition post and tag the person with whom you would like to experience this heavenly moment.

Between May and July, Cosmic Crisp® also offered unforgettable experiences with the “Cosmic Stars and Heavenly Moments” roadshow in Madrid, Milan, Rome, Cologne and Berlin. Picturesque rooftops and terraces with views over the city hosted sunset tastings and special moments of entertainment, delighting participants. Consumers responded with amazement to the Heavenly Taste of Cosmic Crisp®, amplified by the enchanting locations and lifestyle appeal of the evenings.

“The roadshow was a success. In Italy, Spain and Germany, the crispness, fine, melt-in-the-mouth flesh and unique taste of Cosmic Crisp® have enchanted the most modern and lifestyle-conscious consumers,” explain Tauber and Laimer. “With its exceptional storage life, Cosmic Crisp® is a game changer. It guarantees all its crispness, juiciness and freshness until the summer months, with a potential presence on shelves for 12 months of the year. This is why we have launched a game-changing campaign, allowing its Heavenly Taste to fly on all channels.”