Zespri’s successful brand marketing siblings shift up for one more in Japan and Singapore.Zespri成功的品牌營銷兄弟姐妹在日本和新加坡又多了一個。
▲獼猴桃結果像葡萄一樣多了
Zespri’s animated Kiwi Brothers are welcoming a new sibling to their clan, with the official arrival of a RubyRed “Kiwi Sister” rolling out in all markets where RubyRed fruit is now sold.
Created in Japan and heavily influenced by the country’s love of animated characters, the brothers have proven to be an unexpectedly big promotional hit further afield, now used to promote kiwifruit in more than 20 countries.
▲helping growers achieve their ultimate pollination
Zespri’s Tokyo office can claim to be the source for the brothers’ creation, which came after a deep dive nine years ago into potential character profiles to personify the brand’s fruit.
Kanako Inomata, Zespri’s Tokyo-based head of marketing for Asia Pacific, said more than 400 characters across the world were reviewed in the process.
▲新西蘭進口的寶石紅紅肉獼猴桃
“As Japanese, we are quite familiar with multiple anime executions from stop-motions, puppet and various types of illustrations and we utilise different techniques to fit each execution.”
Zespri的動畫Kiwi Brothers正在歡迎一個新的兄弟姐妹加入他們的家族，RubyRed“Kiwi Sister”的正式到來將在現在銷售RubyRed水果的所有市場推出。
這對兄弟在日本創(chuàng)作，深受該國對動畫人物的熱愛的影響，事實證明，他們在更遠的地方取得了出乎意料的巨大宣傳成功，現在被用來在20多個國家推廣獼猴桃。
▲New Zealand Zespri kiwifruit cultivation
Zespri的東京辦事處可以說是兄弟倆創(chuàng)作的源泉，九年前，他們深入研究了潛在的人物形象，以使該品牌的水果具有個性。
Zespri駐東京亞太區(qū)營銷主管Kanako Inomata表示，在此過程中，全球400多個字符被審查。
“作為日本人，我們非常熟悉從定格動作、木偶和各種類型的插圖中執(zhí)行的多種動畫，我們利用不同的技術來適應每種執(zhí)行?！?/p>
▲Abundant Red Heart Kiwi Orchard
The efforts from the Tokyo team saw Inomata awarded the inaugural Kiwifruit Innovation Award in 2017 for the KiwiBrothers.
Acceptance among Japanese consumers was almost immediate, with free soft toys of the brothers reported to be quickly cleaned out by customers.
在東京團隊的努力下，豬又在2017年為KiwiBrothers頒發(fā)了首屆Kiwifruit創(chuàng)新獎。
日本消費者幾乎立即接受了，據報道，兄弟倆的免費軟玩具很快就被顧客清理干凈了。
▲紅心獼猴桃種植
Their link to brand recognition went viral in 2022 when then New Zealand prime minister Jacinda Ardern visited Tokyo, posing beside the two dancing kiwifruit.
The closest comparison to the brothers could be the M&M’s animated candy characters, and the brothers likewise carry personalities that cut across demographics and cultures.
A United States campaign features the brothers in a Mission Impossible-type scenario, dropping into a supermarket after hours to on a mission to “spread their sweet kiwi obsession”.
Inomata said the success of the brothers exceeded expectations, aided by their appeal across generations and cultures.
▲紅心獼猴桃采收現場
She noted other brands, like Dole, incorporate fruit characters into their promotions, but Zespri is distinct for placing the characters at the heart of the marketing campaigns.
KiwiSister merchandising on display in Japan. Photo: Richard Rennie
“The initial idea was to make a product hero in our communications, because fruit, or kiwifruit, is not a daily necessity for Japanese consumers, like milk, eggs etc that consumers always think of when they go the supermarket.
“The average daily consumption of fresh fruits in Japan is 93g, which is way lower to daily recommended amount of 200g.”
The arrival of the RubyRed KiwiSister accompanies the launch of Red80, a new cultivar that has been in pre-commercial trials and likely to be commercialized in late 2025.
▲大型獼猴桃電動鼓風授粉機
It offers improved keeping quality and later harvesting ability, helping extend RubyRed’s shelf season and extend its market reach.
? Rennie’s Meeting the Market tour has been made possible with grants from Fonterra, Silver Fern Farms, Rabobank, Zespri, Alliance Group, Meat Industry Association, Wools of NZ, Beef + Lamb NZ, NZ Merino, the European Union Commission and Gallagher.
▲給獼猴桃授粉的圖片
2022年，時任新西蘭總理杰辛達·阿德恩訪問東京，在兩個跳舞的獼猴桃旁邊擺姿勢，他們與品牌知名度的聯(lián)系迅速傳播開來。
與兄弟倆最接近的比較可能是M&M的動畫糖果角色，兄弟倆同樣具有跨越人口統(tǒng)計和文化的個性。
在美國的一場運動中，兄弟倆出現了《不可能的任務》式的場景，他們在幾個小時后走進一家超市，執(zhí)行“傳播他們對甜獼猴桃的癡迷”的任務。
Inomata說，兄弟倆的成功超出了預期，這得益于他們跨代和跨文化的吸引力。
她指出，其他品牌，如都樂，在促銷活動中加入了水果角色，但Zespri的獨特之處在于將這些角色置于營銷活動的核心。
▲充分授粉的紅心獼猴桃
“最初的想法是在我們的溝通中塑造一個產品英雄，因為水果或獼猴桃不是日本消費者的日常必需品，就像牛奶、雞蛋等消費者去超市時總是想到的那樣。
“日本新鮮水果的平均日攝入量為93克，遠低于每日推薦量200克?！?br />
RubyRed KiwiSister的到來伴隨著Red80的推出，這是一種新品種，已經處于商業(yè)前試驗階段，可能會在2025年底商業(yè)化。
它提供了更好的保存質量和后期收獲能力，有助于延長RubyRed的貨架期并擴大其市場范圍。
?在恒天然、銀蕨農場、荷蘭合作銀行、Zespri、聯(lián)盟集團、肉類工業(yè)協(xié)會、新西蘭羊毛、新西蘭牛肉+羊肉、新西蘭梅里諾、歐盟委員會和加拉格爾的資助下，雷尼的市場之旅得以實現。
▲Golden kiwifruit after artificial pollination
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