Let the Apple Drop
Image Source: Cosmic Crisp
It’s fall, the season we have been all been waiting for since it ended in 2018. With cooler temperatures and falling leaves comes the craving to go back to our hunter-gatherer roots. We fulfill this urge with everyone’s favorite fall activity — apple picking! The correlation between autumn and the increase in apple obsession has hardly gone unnoticed by strategic produce marketers who have made a timely announcement about the Cosmic Crisp. That’s right, there is a new apple on the scene and it’s dropping like a long-awaited pair of Yeezys.
This apple’s resume packs a big punch. It declares itself “the apple the world has been waiting for” – it’s naturally (if you consider genetically engineered fruit natural) slow to brown, it is as flavorful as the beloved Honeycrisp, as disease-resistant as an Enterprise, and as easy to store as a Red Delicious. If you like to stock up on as many apples as I do, you already know that the storability of your preferred varietal is a primary concern. The Cosmic Crisp gets its galactic name from the little yellow speckles all over its skin, which marketers say look like constellations. They are actually tiny holes, called lenticles, through which the apple breathes, just like a bottle of 2005 Barolo. That’s how you know it’s a highly esteemed piece of produce.
This apple has been “in development” since 1997, which means they’ve had over two decades to put together a marketing plan for the epic launch. Apart from the years they’ve had to plan the drop, this is probably the first ever piece of produce to receive a $10.5 million marketing budget. They claim that this is the largest consumer launch in apple history (I believe it), so I am prepared to start seeing this apple everywhere. Other than the usual suspects – a website and social media accounts – they’ve developed the catchy tagline “imagine the possibilities.” With all the hype around this apple, we are all expecting it to do big things. Will it live up to the expectations? On December 1st, we will all find out.
Posted by Catherine