Zespri’s successful brand marketing siblings shift up for one more in Japan and Singapore.Zespri成功的品牌营销兄弟姐妹在日本和新加坡又多了一个。
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.
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.
“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的动画Kiwi Brothers正在欢迎一个新的兄弟姐妹加入他们的家族，RubyRed“Kiwi Sister”的正式到来将在现在销售RubyRed水果的所有市场推出。
这对兄弟在日本创作，深受该国对动画人物的热爱的影响，事实证明，他们在更远的地方取得了出乎意料的巨大宣传成功，现在被用来在20多个国家推广猕猴桃。
Zespri的东京办事处可以说是兄弟俩创作的源泉，九年前，他们深入研究了潜在的人物形象，以使该品牌的水果具有个性。
Zespri驻东京亚太区营销主管Kanako Inomata表示，在此过程中，全球400多个字符被审查。
“作为日本人，我们非常熟悉从定格动作、木偶和各种类型的插图中执行的多种动画，我们利用不同的技术来适应每种执行。”
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.
在东京团队的努力下，猪又在2017年为KiwiBrothers颁发了首届Kiwifruit创新奖。
日本消费者几乎立即接受了，据报道，兄弟俩的免费软玩具很快就被顾客清理干净了。
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.
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.
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.
2022年，时任新西兰总理杰辛达·阿德恩访问东京，在两个跳舞的猕猴桃旁边摆姿势，他们与品牌知名度的联系迅速传播开来。
与兄弟俩最接近的比较可能是M&M的动画糖果角色，兄弟俩同样具有跨越人口统计和文化的个性。
在美国的一场运动中，兄弟俩出现了《不可能的任务》式的场景，他们在几个小时后走进一家超市，执行“传播他们对甜猕猴桃的痴迷”的任务。
Inomata说，兄弟俩的成功超出了预期，这得益于他们跨代和跨文化的吸引力。
她指出，其他品牌，如都乐，在促销活动中加入了水果角色，但Zespri的独特之处在于将这些角色置于营销活动的核心。
KiwiSister商品在日本展出。照片：理查德·雷尼
“最初的想法是在我们的沟通中塑造一个产品英雄，因为水果或猕猴桃不是日本消费者的日常必需品，就像牛奶、鸡蛋等消费者去超市时总是想到的那样。
“日本新鲜水果的平均日摄入量为93克，远低于每日推荐量200克。”
RubyRed KiwiSister的到来伴随着Red80的推出，这是一种新品种，已经处于商业前试验阶段，可能会在2025年底商业化。
它提供了更好的保存质量和后期收获能力，有助于延长RubyRed的货架期并扩大其市场范围。
•在恒天然、银蕨农场、荷兰合作银行、Zespri、联盟集团、肉类工业协会、新西兰羊毛、新西兰牛肉+羊肉、新西兰梅里诺、欧盟委员会和加拉格尔的资助下，雷尼的市场之旅得以实现。
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