It’s already made a huge splash in China, where it gained well over 100 million views on Douyin (Tiktok) in just one week. And now miniature apple company Rockit’s clever new brand is being rolled out to the rest of the world.
As a market leader in the healthy snack category, it was important for Rockit to introduce brand elements and visual direction that would bring personality, attitude, and energy to the brand.
General Manager Global Market, Julian Smith, says the rebrand embodies Rockit’s philosophy, to be bold, to innovate, to try something new or do something different.
“We’re a business that is inspired by nature yet contemporary, modern, and streetwise, and this new direction encapsulates both sides of our personality perfectly.”
To achieve a successful rebrand, Rockit went first to its New Zealand and international teams for guidance on what it means to be part of the Rockit family, then partnered with Special Group New Zealand who developed a new positioning line “Rockit every day” and evolved packaging and collateral.
“It was vital we remain recognisably Rockit – and quintessentially New Zealand – while disrupting the global commodity apple category,” says Smith.
The company has also launched a new global website, with localised country subsites rolling out from 1 August.
“Our digital channels now bring our attitude to life and aim to encourage millions more consumers to try something new, do something different and really Rockit.”
To celebrate the rebrand Rockit has launched a competition encouraging fans to visit the new website and demonstrate how they “Rockit every day.” Visitors to the site can also find product and nutritional information, recipes and where to buy Rockit™ apples.
Rockit Global Limited (RGL) CEO, Mark O’Donnell, says he’s proud to see months of hard work come to life as the brand hits the streets, supermarkets and homes across the globe.
“With Rockit, the brand is the bedrock of our success,” he says “and what sets us apart in a largely commodified category – and it’s also a vital tool when it comes to growing consumer markets overseas.
“Our goal is to become the world’s most loved apple and this fresh new approach takes us a long way towards that target.”
As the brand is due to pack and ship over 400 million apples annually by 2025, expanding its key export territories within Asia, America, Europe and the Middle East is critical.
“We’ve always done things differently – innovation is at the heart of our DNA – so it’s no surprise that our branding is cool, clever and demands attention, just like our apples,” says O’Donnell.