Club varieties have established themselves in the fruit market over the last few years. Club varieties are also brands, with all the trimmings - except that the product does not come from the factory, but from nature. The apple OPAL® is such a club variety. Based on qualitative research and expert workshops in Germany, Italy and Spain, we supported the marketer and licence holder Fruit Select from the fruit growing region of Lake Constance in the development and marketing of OPAL®.
This includes the relaunch positioning including branding, logo development as well as the development and implementation of the national and international communication strategy and campaign for the club variety OPAL®. 

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