The apple has a long and
sfmoolic nistory, frojp the
fcjblical story of Adam'and
JEve to the iconic brand of
^hi-tech accessories made
indispensable by Steve Jdbs.
In April this year, the apple
made history once again.
This time it was gold-
plated and part of a hugely
successful PR campaign
marking the launch of
Strongbow Gold cider in Italy.
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Golden
t
Performance
The build-up to the official Gold Experience launch
party began on 1 April, with an April Fool's joke
involving the Golden Apple, Strongbow Gold's
unmistakable icon. Golden apples were used as props
in 'gags' or jokes involving celebrities and members
of the public. The gags, carried out by a popular TV
show frontman, were based on the theme 'Seven
things you shouldn't do with a golden apple'.
Among the pranks: film-makers chatted with
celebrities and halfway through the interview,
switched the microphone to a golden apple, while
traffic police were convinced of the need to guard
one. Amateur videographers were quick to circulate
the resulting (and hysterical) clips on the internet.
FLASHMOB
On 8 April, world-famous choreographer Luca
Tommassini challenged DJ Diego from the top-rated La
Pina and Diego radio show, to spontaneously dance in
a Milanese street for two hours to the tune 'Take The
First Apple' by Italian singer Angelo Branduardi. DJ
Diego not only accepted the challenge, but decided to
continue the stunt for five days - wearing, of course,
a black T-shirt emblazoned with a golden apple.
This unusual stunt was broadcast daily on the radio
as well as on the web and YouTube, and attracted a
crowd of followers who imitated the dance routine.
By day four, DJ Diego had 600 dancers including
a number of well-known faces all wearing the
prominent T-shirt, which has since achieved
cult status.
GUERILLA STUNT
Throughout April, the Strongbow team also
employed guerilla marketing tactics to maintain
the buzz. Real golden apples appeared in various
locations in Milan. And venues such as Milan Design
Week, universities, discos and hot spots such as
Navigli, Arco della Pace, and Corso Como were
infiltrated. A Golden Apple sticker, resembling a
fashionable tattoo, was distributed by intriguing
Strongbow hostesses.
